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The Observer Food Monthly Awards

Guardian and Observer’s highest-profile event attended by 400 of the biggest names in the industry inc Jamie Oliver, Nigella Lawson, Heston Blumenthal, attracting 25,000 public votes and sponsored by the likes of Sainsbury’s and Waitrose. theguardian.com/lifeandstyle/gallery/2015/oct/16/observer-food-monthly-awards-2015-the-party-in-pictures



Designed and delivered event concept, leading large project team of editors, marketing and sales, suppliers, VIPs and sponsors.
  • Managed year-long budget and timeline including design and implementation of public voting system and VIP judging lunch attended by the UK’s top food personalities.
  • Led and oversaw implementation of marketing strategy including on-line and in-paper campaign, negotiated and managed sponsorship.
  • Managed and delivered final awards event hosted by TV personalities and attended by the biggest influencers in the industry.
  • Oversaw and co-ordinated editorial content for press and online.
RESULTS:
  • Increased event sponsorship revenue by 30% as well as negotiating partnerships for larger long-term investment for the Guardian Labs initiative. Achieved by identifying, creating and selling new sponsorship stream (A renowned chef-led ‘tasting and Q&A session’ for VIPs and sponsor clients). Served to increase revenue, expand event scope and experience as well as add value for sponsors.
  • Increased public voting by 15% - targeted marketing through new avenues such as GuardianCook, increased proportion of event budget allocated to advertising. This also served to maximise brand awareness to a far reaching audience.
  • Event delivery at 13% under budget - achieved through mechanisms such as creating partnerships with high profile brands wanting to showcase/launch products to valuable audience (big influencers in the food industry).
  • Designed and pioneered new voting mechanism in order to improve user experience, gather user data for The Guardian and work with the Guardian’s new beta website.


Credits

Ellen Vester

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  • Event Manager
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Project Tags

  • event management
  • award ceremony
  • Food
  • celebrities
  • editorial
  • production
  • sponsorship
  • budgeting
  • Partnerships
  • Brand Activation

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