Queen Victoria Market Spanish Paella Festival


September 25, 2017

THE BRIEF

Asia Pacific’s best Paella chefs flocked to Queen Victoria Market for a two-day festival, celebrating the traditional Valencian dish, Paella.

After winning the ‘Premi a la Millor Paella’ title in 2016, Leno Lattarullo from Simply Spanish judged the competition, along with MoVida Chef and Owner, Frank Camorra and an international contingent of judges led by Director of the International Concurs, Jesus Melero Martinez.

Our job – get people there!

THE APPROACH

littleBIG drove a dedicated PR campaign for Queen Victoria Market, which included hosting media at the festival launch before the big weekend and shooting for consumer-facing media coverage pre-promoting the festival.

THE RESULTS

Over the campaign period, littleBIG received 57 editorial hits across online, print, radio and TV reaching approximately 8.5 million people Australia-wide, with a strong Melbourne focus of course.

The winner was Adelaide’s Juan’s Paella who will compete in the International Final in Valencia this September.

If you love Paella as much as us, check out the winning traditional recipe.

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