Marketing Campaign Report: West Country Food and Drink Festival 2016

This report provides a comprehensive overview of a marketing campaign for the West Country Food and Drink Festival, focusing on its promotional strategies and press release efforts. The document includes a press release, a letter to the editor, and an analysis of the festival's appeal to potential visitors. It explores why the West Country is an ideal location for the event, highlighting its food production, economic impact, and established brands. The report also features promotional copy, photographs with captions, and a reflective section discussing the planning and execution of the campaign. References are provided to support the information presented. The campaign aims to promote the West Country's food and drink industry to a global audience, emphasizing its unique offerings and attractions.

Campaigning For Food and
Drink Festival
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PRESS RELEASE...........................................................................................................................1
LETTER..........................................................................................................................................2
Why The West Country...................................................................................................................3
Promotional Copy............................................................................................................................4
PHOTO AND CAPTION................................................................................................................5
REFLECTIVE.................................................................................................................................8
REFERENCES..............................................................................................................................12
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PRESS RELEASE
Press Release
WEST COUNTRY FOOD AND DRINK AUTUMN 2016
Highlights the diversity of Delights
INTERNATIONAL TOURISM EVENT
September 30th – October 6th 2016
West country is celebrating the decades of growth and development of West Country's
food and drink industry in 2016 by participating in the International tourism Event going to held
at Bristol from September 30th to October 6th 2016.
West country make sincere efforts to develop and promote the food and drink industry of
all the places such as Bristol, Bath, South Gloucestershire, Somerset and north Devon having
their respective offerings. It is processed through the collaboration of the several groups and
entities such as producers of the food and drinks, the retailers who are engaged in the
merchandising of the products, the establishments who caters to organise the events to provide
platforms to growing sector and the whole-sellers who the intermediaries between the producers
and customers.
West Country is delighted to announce organising of the event and its participation to
celebrate the sharing of ideas, offerings, integrity and provenance. It invites the companies from
all around the world to exchange the credentials they have. Food and drink sector in the region
has became the core sector of the conmy whose growth and development has the spill over
effects on the other sectors as well.
About West Country
West country is the integration of the countries such as Bristol, Bath, South
Gloucestershire, Somerset and north Devon located at the west region of England. The region is
basically having the rural infrastructure along with maintaining the originality of the beauty of
the place. It has wide stream of things to offer to its visitors in the form of exceptionally good
food delights and the scenic beauty of the place.
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Being the treasure trove of spectacular places it has the availability of different visitors
attractions such as world heritage sites like Stonehenge and Jurassic coast. The scenic beauties of
the isles of Scilly demonstrating the glorious set of the fascinating view of all the places it has.
Food and drink industry in the region is developing with the fast pace and inculcating
into it the different innovative and creative methods in the process. Further, having the linkages
with the industries and companies outside the region makes the advancements in the process
adopted by it. It adapts into it the different ways of advancements in order to enhance the
nutritional and taste count of the food items. It promises to offer the wide range of products to
the visitors.
Sales and marketing Director
West country food and drink autumn 2016
LETTER
To,
The Editor
XYZ Newspaper,
Briston, England
Dear Sir,
My name is James Samuel, Sales and marketing director of West country food and drink autumn
2016. I am writing this letter on behalf of the management of the group, to request a favour from
your part. We seek the press release of the event for adversing out event namely West country
food and drink autumn 2016 at Briston which is scheduled to occur on September 30th to October
6th 2016.
The event is dedicated to promote he food and drink industry of the west country to the
people around the world. We seek attention of the different groups that are visitors, industries,
companies, groups, producers, whole sellers and developers.
Provide a favour by making the full coverage on all the days as mentioned above. Also,
we are requiring the advertisement and promotion at your newspaper in different forms. The
event is expecting the gathering of around 35000 people.
Kindly help me with the copy of manuscript to have the formal approval before press
release.
Awaiting your speedy response
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Thanking you
Why The West Country
The appropriate destination to conduct the food and drink festival is the place that
embraces the food and its delights. Among the many options available, west country have been
chosen for many reasons. Firstly, it is known for producing the outstanding food. The oceanic
climate supports the cultivation of wide range of food items including fruits, vegetables and
commercial food items (Wyness, Butriss and Stanner, 2012). Further, it has developed the dairy
in the region that accrue benefits to the confectioneries and bakery sector which makes it provide
delicious delights. There are many orchards, creameries, vineyards, breweries and farmers
markets that makes the food and drink sector of the region distinguished and irreplaceable.
Economically, the organisation of food and drink festival is lucrative as there are around
3000 food and drink companies in West Country which are employing more than 38000 people.
Contributing significantly to the earnings gained from UK's total food and drink exports of
around six percent creates the turnover of 6 billion pounds annually. There are many established
brands working in the region such as Yeo valley organics, River-ford organics, Skinners
brewery, ocean fish, pebbled vineyards, dole foods and warrens Bakery.
Food and drink has been the biggest business in the economy with the established
companies who have in-depth understanding of their work and food (Jones and Morgan 2014). It
is playing hugely important role in the economy of the region providing the diversity of foods
and delights in different forms such as the place's fresh sea food, eclectic dairy products, early
soft fruits and vegetables, and artisan baking. With the availability all these resources place is the
perfect host for the food and drink festively having so much to offer to the people from around
the globe. The industry in this region has the focus on bringing improvement of the region and
all the sectors working over there. Further, it is identified that the place is rural are with not so
developed infrastructure for tangibles and the intangibles. Hence, the emphasis of the food and
drink industries is on raising the upliftment of the rural marketplace by providing them strong
credentials (Law, Harvey and Reay, 2013). Due to this approach adopted and efforts made,
farmers and the landowners of the place are able to attain the high profitability and growth rate
have turned into the big producers.
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One the core area in which the are has experienced the progress is the dairy farming. In
this the availability of the cattle and use of innovative techniques has made the development and
growth of the sector in the significantly good growth rate.
Not only in the dairy farming there has been the use of innovative and creative method by
inculcating them with the scientifically advanced tools in other areas of food and drink industry
as well. Such as it was realised from the empirical data that the use of chemicals and other
harmful ingredients for the process of farming and other related has affected the health of
country in significant manner (Hartmann, 2011). Hence, from the proper research and
development made and having collaboration with the concerned companies, they are west region
has initiated the use of organic farming. Yeo valley has been the forefront of an increase in
organic sales. It has been effectively seen in the grocery and dairy market, due to this the
consumer demand for the organic product has become general in nature.
Lastly, there has the high degree of quality assurance in the region with respect to the
food and drink sector. It can be inferred from the various practices followed by it. It sources the
fresh seasonal fruits and vegetables and provide them to the customers. On economic grounds
the prices charged are fair in nature. The logistics are made to precise and effective to make
available the quality products and reduce the food miles. It also has been authenticated by the
association checking it that is by BRC accreditation which checks the quality of the professional
food service supply chain of business (Herschdoerfer, 2012). Which makes it the provider of
effective food and drinks to the world along with maintaining the ligitimacy.
Promotional Copy
Geographical boundary comprising the historic countries such as Cornwall, Devon,
Dorset, Somerset, City and county of Bristol, Isles of Scilly and Wiltshire is known as West
Country. Still maintaining the authenticity of the place, West country has the wide range of
attractions to capture the attention of large number of people around the world. Along with the
developed dairy and agriculture in the region, the tourism sector plays the vital role I an
economy. Encompassing the different places of the Western Europe the country is the treasure
trove of many spectacular destinations (Nestle, 2013). Along with places to visits, there are many
national and international events occurs at the mentioned places which drives many people
towards the country.
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There are places such as Stonehenge and Jurassic Coast which are designated as the
World heritage sites are the key attractions for the people who like to explore the places of
international and historical significance. Stonehenge is the place with prehistoric standing stones
in the world and Jurassic Coast is the stretch of coastline in England which has the important
significance to geology which attracts hikers, campers, beach goers and many. Further, the sheer
beauty of its landscape fascinates the visitors.
Being situated at the coastline, the spectacular beauty of the places have been one of the
major reason which makes the visit count of people in considerable amount. The glorious set of
islands of Isles of Scilly which has been one of the British key attraction point due to its hidden
mystery and enormous grace (Walker and Jones, 2012). In contrast, with this the Lundy, located
at the North Devon coast have the rugged features and authentic beauty.
The place with the oceanic climate has cool winters and warmer summers with
precipitation all around the year. Due to this favourable climate the place has the rich resources
of forests and other natural heritage. Due to distinguished in nature the place Forest of Dean
which is one of the few remaining ancient forests referred as the Queen of Forests has large
number of species of flora and fauna. Further, the national parks situated at the region such as
Dartmoor and Exmoor enables the visitors to have the privileged of safaris and other adventures.
Along with the above mentioned attractions that are categorized as the country's natural
assets the place in the modern times is also known for the occurrence of international and
national events of wide significance in different fields specially for music and arts (Pfaltzgraff
and et.al, 2013). Glastonbury festival, since its inception in 1970 is a music festival that occur
every year at Somerset, England. It is an event where artists belonging to different fields such as
music, dance, comedy, theatre, circus, cabaret and other performing arts come have present the
part of their talents to the visitors. It has the wide significance as being the largest greenfield
festival in the world wich is attended by 175000 people. Another one Isle of Wight Festival with
the gathering of more than 5000 every year held at Somerset is the counter-culture event.
Lastly, the visitors caters to go to the place which is proficient in its hospitality and
greetings (Baregheh and et.al, 2012). In that regard though the place is not developed in terms of
infrastructure nd other social overhead facilities, it has the human resources who are recognized
in the world for their warm cordial reception. They are welcoming, warm, easy going folk who
treat there guest with good gesture and provides the all the services to satiate their needs and
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wants. The people are connected to the place and their occupation in religious terms. Further,
their indulgence in all the industries working there make the operations more effective.
PHOTO AND CAPTION
Figure 1Food is Great
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Figure 2Taste Of West Country
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Figure 3We Food We Drink
REFLECTIVE
Planning campaign launch as the communication consultant has enabled me identify my
current attributes along with development of the few required ones. Realising the crucialness of
the task assigned to me that is of creating the campaign I have initiated the process in the
structured manner (Amienyo and et.al, 2013). At the initial stage have prepared the plan of action
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including all the resources required along with the set of activities that is needed to be followed
to undergo the work. Being the first assignment of a kind I have encountered certain difficulties
as well. I have undergone the work in a group leading them by assigning them some roles and
responsibilities. Having the sound background in the academic credentials have made my
communication skills proficient and strong in nature making useful in different areas of working.
Creating a campaign is an comprehensive task that inculcates into it the number of sub parts that
comprehensively derives the desired results and targets. Mentioned above I started the work by
assigning the roles and duties to the group members. In that respect firstly I have identified the
strengths and capabilities of the members and them given the respective roles. In-spite of having
the strong communication skills I have faced difficulty in delegating the work to the members
due to nervousness and hesitation. Further precedence required the building of the movement and
the organisation of community. In that respect it requires the effective decision making while
delivering the tasks and duties (Grunert and Traill, 2012). With the facilitation decision making I
was able to resolve the different problems faced in the way. I have adopted different approach to
resolve the problems faced in the way that is incorporating the other members. With this
participatory approach I have figured out that this derives the creative and innovative solutions to
make the work successful along with rectifying the mistakes done and errors occurred. Further,
with this the team work is also initiated giving the desired results and outcomes. This has
enabled me learn the strength of collaborative team work. From this aspect I have identified my
leadership skills. It encompasses into it leading the members towards the accomplishment of
goals and objectives. Campaigning comprising many sub-divisional work, demands the
execution in the integrated manner. As the segmented or scattered task leads to the failure of the
work determined (Seck, Guerassimoff and Maïzi, 2013). Hence, realising that I have preceding
the work with the effective action and event planning. I have the course of the event planning
and marketing. From that course I have developed many skills such as lobbying. This skill has
helped me a lot while implementing the given assignment and tasks. Campaigning is the process
which demands the collaboration with different companies and components such as the
audiences, the media which initiates the process, fund providers, the companies and industries
which are in direct link with, the participants and many. In order to reinforce the different
interest groups I have leverage the use of my proficient communication skills communication
manifests into both the verbal and non verbal work. Verbal communication has enabled me to
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persuade the fund providers to give finances for the organisation of events. Secondly the next
place where I have used my effective communication skills are the sponsors and the event
organisers to process the work effectively. The proficiency in the written communication was
required for the issues of impactful press release. Further, with the in depth understanding of the
informational literature and the laws and regulations I have written the letter to the authorities
who has significant impact on checking the legitimacy of the event organisation (Gould, 2012).
Also, I was supposed to communicate the different participators of the event such as the big
companies, small business enterprises and the restaurants engaged in the particular sector of food
and drinks. In order to communicate them the target and mission I needed the complete
knowledge of the benefits they can avail from them and invite them ave their participation in he
active manner. Further, they were communicated the projected and future growth opportunities
with respect to the increment in the business, sales, profits, employment, recognizant of the place
and several others. The essential part of it was the communication with the legislators for
different crucial matters. In that I have held meetings with the legislators on behalf of the clients
and other participants to provide permission for the conducting of event. Next is the responding
of regulatory inquiries.
Encountering several difficulties has made the pace of the working slightly affected. I
have adopted the pragmatic approach while solving the problems and difficulties came in the
way. In that approach listening to all the members about their views and opinions and finding the
best solution for that was my ultimate aim (Hawkes and Harris, 2011). While processing the
work I have also learned the stress management. In that have developed the understanding that
implementing the work with the structured and planned approach can make the functioning
smooth and effective. With this I have imbibed in me the good decision making skills. Further,
there were many times when my group members were feeling demotivated along with deviating
away from the tasks assigned to them. To resolve the issue I have figured out their problem and
inspired them by adopting different methods to keep them dedicated towards work.
Lastly, the important part of the campaigning was the marketing of the food and drink
event. The effective implementation of the marketing required the creativity and intellectual
approach. Having diploma in marketing has made me learn number of marketing principles and
strategies along with the use of effective and impactful promotion. In order to campaign the
event I have adopted the comprehensive approach in this (Scarborough and et.al, 2012). Along
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