Melbourne Food & Wine Festival

Melbourne is Australia’s culinary capital, but its Food & Wine festival had become decidedly stale. We needed to inspire the region’s food critics to see the Festival with fresh eyes. Because foodies are constantly on the hunt for something new; restaurants, ingredients, cooking techniques... in that sense, they’re modern-day explorers. So we positioned the Melbourne Food & Wine Festival as a destination to ‘Discover Something New'.

The Impact: 110% increase in ticket sales and the best reviews of the festival to date.