By Patrick Avenell
Siemens is taking its existing sponsorship of the Margaret River Gourmet Escape food, wine and lifestyle festival to the next level, signing on as a Presenting Partner for the 2013 and 2014 editions.
As part of its new deal with the festival, Siemens is now a co-naming rights partner. The event has grown quickly in local and international standing since launching last year, when its inaugural edition attracted 11,000 visitors, including world-renowned celebrity chefs, such as Neil Perry and Peter Gilmore.
The muddling of epicurean delights, culture and luxury lifestyle brands makes Gourmet Escape the west coast version of the Taste festival, which is sponsored by Siemens’ archrival Miele.
Just as Miele uses Taste of Sydney to project its brand values onto a wealthy consumer population at Taste, Siemens will be heavily integrating its products into this partnership for those at the show and marketing the association to those who cannot attend.
“The brand will be featured prominently in an international and domestic advertising and promotion campaign worth over $5 million,” said a Siemens representative in a statement. “There will also be onsite brand activation via sponsorship of the main stage and an interactive Siemens kitchen at the event’s central hub, the Gourmet Village.
“In addition, Siemens will look to leverage the partnership pre-event through a variety of integrated marketing campaigns, including a major consumer competition.”
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In a sign of how cashed-up the clientele is for the Gourmet Escape, Siemens marketing communications manager Luke Maslin described the show as an “exclusive playground”.
“In 2012, as major appliance sponsor, we experienced first-hand just how unique and captivating this event is; it’s an exclusive playground for foodies that brings together the best chefs from around the world in a stunning location to celebrate food and wine,” Maslin said in a statement.
“As such, we are excited to upgrade our involvement to become Presenting Partner for 2013 and 2014. Gourmet Escape presents a wonderful opportunity for national and international exposure, and to tap into a community of people who are as passionate about food and wine as we are about the appliances they use in the kitchen.”
Gourmet Escape is being held at various locations in Margaret River 22-24 November 2013.