Caper Food & Culture Festival.
Celebrate the Northern Rivers’ vibrant food, arts and wellness scene.
The Brief.
Caper Byron Bay Food & Culture Festival returned for its second edition, running over ten days from 17-26 May 2024, celebrating the Northern Rivers' vibrant food, arts, and wellness scene. North Byron Hotel came on board as the festival’s Presenting Partner and Official Watering Hole. The brief was to amplify the hotel’s involvement, positioning it as the go-to destination for festival-goers while ensuring high visibility and media coverage for both the festival and the venue.
The Tactics.
Spearheaded the PR campaign, focusing on securing extensive media coverage across national and regional lifestyle, food, and travel publications. The strategy included:
Partnering with high-profile chefs like Louis Tikaram, Jake Kellie, and Ross Magnaye to bring culinary credibility and media interest.
Crafting compelling media releases highlighting North Byron Hotel’s exclusive programming, from live music and kids' activities to chef-led events.
Engaging top-tier food, travel, and lifestyle media to generate pre-event buzz and post-event coverage.
Leveraging social media engagement with festival partners and influencers to enhance reach.
Coordinating media visits and experiences to ensure firsthand coverage of key festival events.
The Results.
Extensive Media Coverage: Featured in over 40 publications, including Gourmet Traveller, Broadsheet, Concrete Playground, Time Out, The Age Good Food, SMH Good Food, Delicious, Australian Traveller, and more.
Increased Foot Traffic & Sales: North Byron Hotel saw a significant boost in patronage across the festival period, with the ‘We Like to Tiki’ closing party drawing a record crowd.
Enhanced Brand Visibility: Positioned North Byron Hotel as a leading destination for culinary and cultural events in Byron Bay.
High Social Media Engagement: Widespread festival coverage across Instagram and digital platforms, amplifying the hotel’s involvement and community presence.
Positive Industry Response: Strengthened relationships with top chefs, media, and industry figures, paving the way for future collaborations.
This campaign successfully positioned North Byron Hotel as a key player in Byron Bay’s hospitality scene while cementing Caper Byron Bay Food & Culture Festival as a must-attend event.
