Melbourne Food and Wine Festival Analysis

This assignment analyzes the Melbourne Food and Wine Festival, focusing on its marketing and promotional strategies. It examines the event's impact on tourism, economic growth, and career development in Australia. The analysis draws on various sources, including the provided video and academic literature.

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The Event Experience
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Preview YouTube video Join us for Melbourne Food and Wine Festival 2015
https://youtu.be/7eddAiVq6lM
Introduction
Based on the video above, this paper aims to present a reflection regarding the marketing
and promotion of the festival. The Melbourne food and wine are controlled by the Victoria
limited and usually conducted annually on March. The primary goal of the festival is to promote
and market the food and the wine for Victoria limited. About the video, events portraying the
cooking classes are shown (Lee, Arcodia, and Lee, 2012, pp 95). The festival is dominated by
experienced chefs who prepare extraordinary delicious foods that impress all who attend the
festival.
The Melbourne Food and Wine Festival (MFWF) is carried out along Yarra River where
many other events and activities feature besides eating and drinking (Rose, and Larsen, 2015, pp

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64). The area has a calm environment including green fields where couples or even friends can
rest as they take their meals and involve themselves in boat cruising.
In the video, included is cultivation and preparation of fresh vegetables as well as fruits
such oranges where there is a fruit orchard, an olive grove, it also has got a kids zone as well as a
first-date butterfly house (Kruger, Rootenberg, and Ellis, 2013, pp 436). The festival is highly
dominated by winemakers whereby wine consumption serves as the main key event that carries
the day. Hospitality is also being portrayed by the staff and their capability to treat the customers.
The event plays a strategic role in building the name and logo of Victoria’s dishes and
wine sector as guest chefs act as brand agents, showing their know-how about the country’s
meals, wine production, and people. The festival also attracts international media coverage.
Reflection on Marketing and Promotion
Marketing refers to the activities involved to make sure that you continue to meet the
needs of your customers and earning a profit. On the other hand, advertising helps keep the
product in the minds of your clients and this assists in boosting demand for your products.
The event is held annually meaning that it attracts thousands of new people every year
(Sohn, and Yuan, 2013, pp 120). Different winemakers from the state, well-known for their
quality brands attend the event. There is a guarantee that the quality of wine consumed by all
who attend the event is at its best. The taste, the ingredients and even the method of preparation
creates that feeling and attitude that Australia has one of the best wines. This promotes the
various brands of wine as individuals would, later on, be willing to consume the wine, making it
a necessity in their meals.

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The festival involves a dozen of events including boat cruising, exploring Asian food
market through cooking classes, some dances, and children activities and a food lovers’
celebration (Wan, and Chan, 2013, pp 249). These activities ensure that there is continuity in
meeting the attendants’ needs while in return providing profit to the organizers of the festival
whereby 28% of it is sponsored by the Australian government. This serves as a strategy to
market the festival to the whole world by enticing people with various key events that would see
the population of the attendants growing big as time passes by.
Current Trends of MFWF
Tourism
Tourism is greatly determined by prominent features including branding of products, the
products being offered or even the selling proposal (Whitford, and Ruhanen, 2013, pp 52). Food
tourism including cultural foods as well as various brands of wine in Melbourne has largely
improved the tourism of the city. Attracting thousands of people from various parts of the
continent ensures that ensures that the tourism in the area grows by significantly large
percentage.
Economic Growth
The event also exposes the city of Melbourne together with the culture of its people to the
world. This is because it attracts international journalists in the area, capturing all the events as
they are. This attracts entrepreneurs in the area, who can come and invest in the country, creating
job opportunities to locals as well as leading to economic growth.
Career Building

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The festival has a collection of the best winemakers and chefs who come from the entire
nation of Australia. Giving this individual the chance and opportunity to present their artwork
and experience to the entire world not only builds on their career as individuals but also gives
others the courage to pursue their careers as well, with the intention of them wanting to feature in
such events in the years to come.
Conclusion
Melbourne Food and Wine Festival gives people the chance of bonding with individuals
from various parts of the world but aiming to market the wine and food products of Melbourne,
improving tourism as well as economic growth in the area.

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Bibliography
Kruger, S., Rootenberg, C. and Ellis, S., 2013. Examining the influence of the wine festival
experience on tourists’ quality of life. Social indicators research, 111(2), pp.435-452.
Lee, I.S., Arcodia, C. and Lee, T.J., 2012. Key characteristics of multicultural festivals: A critical
review of the literature. Event Management, 16(1), pp.93-101.
Rose, N. and Larsen, K., 2015. Economic Benefits of ‘Creative Food Economies’: Evidence,
Case Studies and Actions for Southern Melbourne.
Sohn, E. and Yuan, J., 2013. Who are the culinary tourists? An observation at a food and wine
festival. International Journal of Culture, Tourism and Hospitality Research, 7(2), pp.118-131.
Wan, Y.K.P. and Chan, S.H.J., 2013. Factors that affect the levels of tourists' satisfaction and
loyalty towards food festivals: a case study of Macau. International journal of tourism
research, 15(3), pp.226-240.
Whitford, M. and Ruhanen, L., 2013. Indigenous festivals and community development: A
sociocultural analysis of an Australian indigenous festival. Event Management, 17(1), pp.49-61.