2014 Fulfillment Report
Sponsors
Participating Restaurants
8,000 Postcards
100 Ambassador Buttons
100 Retail Posters
Event Signage
Banners
Peachtree Billboards
Peachtree Billboards
Atlanta Magazine Ad
Creative Loafing Ads
Social Media Comments
Social Media Comments
Restaurant Promotions
Morton’s the Steakhouse
Restaurant Promotions Trader Vic’s
No Mas! Cantina
Trader Vic’s
Ruth’s Chris Steak House
Restaurant Promotions Trader Vic’s Trader Vic’s
Fandangles
Fire of Brazil
BLT Steak
Gibney’s Pub
Menus
Exposure
Exposure
Creative Loafing – Official Media Partner As the official media partner for Downtown Steak Week, Creative Loafing provided the following marketing package valued at $18,040 to promote Downtown Steak Week : • One full-page ad in the May 15th, 2014 CL Summer Guide issue announcing Downtown Steak Week reaching 440,000 readers • Four half-page ads promoting Downtown Steak Week running from May 22nd through June 12th, 2014 reaching 440,000 readers • Web ads running on clatl.com from May 22nd through June 19th, 2014, garnering 100,000 impressions and reaching 97,443 unique viewers • Dedicated e-newsletter promoting Downtown Steak Week, distributed to all 55,000 Creative Loafing email members • Feature promoting Downtown Steak Week in three separate Creative Loafing Recommends e-newsletter, distributed to 34,000 opt-in subscribers each
E-Newsletters •
CAP and its partners sent targeted e-communications promoting Downtown Steak Week prior to, and throughout, the event. CAP highlighted Downtown Steak Week in its June monthly newsletter, Be Downtown, which reached 15,113 people. CAP also sent a dedicated dining e-blast announcing Downtown Steak Week, reaching 3,971 people. • Creative Loafing featured Downtown Steak Week in its weekly enewsletter, CL Recommends, on May 29th, June 5th and June 12th, reaching 34,677; 34,737 and 34,880 individuals, respectively. • OpenTable also promoted Downtown Steak Week in its e-newsletter, The Insider, which reaches approximately 200,000 people.
Social Media CAP employed an extensive social media marketing campaign to promote Downtown Steak Week. CAP’s Downtown Atlanta Facebook page has 24,100 followers and posts promoting Steak Week reached a total of 33,744 people. CAP also tweeted about Downtown Steak from our @DowntownAtlanta twitter handle, which has 15,100 followers. Downtown Steak Week also received promotion from the following influential tweeters: • • • • • •
@cl_atlanta – 64,213 Followers @ATL_Events – 60,961 Followers @DiscoverAtlanta – 36,436 Followers @EaterAtlanta – 16,087 @Opentable_ATL – 2,128 Followers @ZagatAtlanta – 1,929 Followers
Additional Marketing •
In addition to the marketing package provided by Creative Loafing, Central Atlanta Progress was able to secure placement on the digital billboard prominently located on Peachtree Street in the heart of the Downtown business district. An average of 16,000 cars drive past, and 17,000 pedestrians walk by, the sign daily. • OpenTable also featured Downtown Steak Week on their Atlanta Homepage from June 2nd – 16th. • 92.9 The Game provided broadcast support by featuring Downtown Steak Week in radio advertisements and by conducting daily gift card giveaways to participating restaurants June 2nd through June 6th during their rush-hour Morning Show at 7:00 AM.
Earned Media and Additional Placements Downtown Steak Week garnered 10 online, earned media placements, reaching 23,967,998 unique online viewers, resulting in the equivalent of $19,167.27 in earned advertising value. In addition to earned media placements, Downtown Steak Week was featured on the homepage of OpenTable Atlanta and Atlanta INtown and received high-profile coverage on both Yelp and Zagat. The www.DowntownSteakWeek.com website generated 26,026 page views.
Media Placements
Thank you Downtown Steak Week was the first of its kind in the city of Atlanta. Your participation helps us continue to produce creative and entertaining events in Downtown Atlanta.
WELL DONE!