Last weekend 49,000 people descended on Regent’s Park for what has become the capital’s favourite destination for food lovers, Taste of London.
Officially opened by Boris Johnson, the London crowd was drawn to an event offering bite sized dining experiences from some of the capitals’ most luxurious restaurants. However despite the expensive and discerning taste buds on show, it soon became clear when it comes down to it, many a cool Londoner has a strong appetite for a freebie.
Across the four days, visitors sampled delicacies from around the world whilst exhibitors ranging from Sainsbury’s to Fortnum & Mason made it their mission to give out anything from sample products to random free gifts. The mob handed approach to distributing meant that cutting through all the noise was going to be interesting.
British Airways, presenting partner of Taste of London, and a few smart heads at Synergy took a step back and asked – what do their guests really want when they visit Taste? A welcome glass of champagne, extra crowns (the event currency) to buy more treats or even dinner for two at one of restaurants..….. perfect!
To give this away British Airways used a simple scratch card mechanic so visitors could win instantly and upgrade their overall experience.
Giving relevant prizes in a simple and effective way enabled British Airways to interact with their core target audience with their key message – “Upgrade to British Airways“. Consumers face a barrage of communications at events like Taste, so the key to standing out is to be relevant to the experience, be relevant to the brand and of course keep it simple.
By Samantha Pillage on June 27th, 2008
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