Case Study
Time Out Bar Awards 2020
Campaign objectives
Each year, Time Out hosts the Time Out Bar Awards to celebrate the best bars in our cities. The Time Out Bar Awards 2020 was brought forward to December 2019 (we usually celebrate these in February or March) to show our support of the lockout laws being revoked around this time. Time Out has for long been a champion for positive cultural change and a committed media partner to the Night Time Industries Association, who played an important role in having the lockout laws lifted.
The ending of the lockouts was great news for the bar industry and the entire night-time economy, including the arts and entertainment sector. To emphasise this and show our support, Time Out decided to celebrate the Bar Awards at the Powerhouse Museum. We wanted to bring bars and arts to celebrate together.
By making the night possible, sponsors got to show that they were supporting the industry in a big way.
The idea
The Time Out Bar Awards celebrate the best of Sydney and Melbourne bar scenes with awards for Bar of the Year, Bartender of the Year, Best Wine Bar, Best Bar Food and more.
Every year we welcome industry, media and the public to an epic awards night. This year the events attracted over 1,200 guests across Sydney and Melbourne. In attendance was an influential audience including politicians, VIP industry leaders, consumers and trade guests.
Our sponsors’ branding was highlighted across an extensive pre- and post-event media campaign as well as on the actual night of the awards.
The awards also act as an official launch platform for the annual Time Out Bar Awards Issue of Time Out Sydney and Time Out Melbourne magazines, which wrap up the results of the night.
Time Out Bar Awards are ticketed events that include food, drink and entertainment, which creates a great sampling and networking opportunity for our event partners. Our Sydney awards this year were hosted by comedian/actor/author Matt Okine and included live entertainment from Sydney Festival dancers Two Crews, ‘80s fitness dancers Retro Sweat, DJs the Dollar Bin Darlings, and a contingent of Imperial Hotel Drag Queens.
The Execution
Both Sydney and Melbourne events were put together in record time, with just four weeks from sign off to the first event. The events were well received by the attendees with Sydney’s party offering a festival atmosphere with food trucks, entertainment and an amazing venue in the Powerhouse Museum, with the stage set up underneath the museum’s gigantic moon exhibit.
There was a full media campaign in the lead-up to the event centring on the People’s Choice Award, nominee announcements and ticket sales. Time Out, nominated venues and influencer attendees posted Instagram updates throughout the night. Post-event, there was a video of the night and a event gallery posted on FB, and winners shared their glory on their own channels, extending the campaign touch points.
Sponsorship benefits
In the sold out final, The Arbory were flown up from Melbourne, to face off against Bar Luca. The winner was chosen by the public, and a panel of blindfolded judges, including an influencer from the Fatties Burger Appreciation Society. Ultimately, Bar Luca won the final honour. But the real winners were the guests, who enjoyed two juicy burgers, Tooth’s and McCracken’s Ales and the classic tunes of DJ Aux Jax.
The Results
The Time Out Bar Awards 2020 were among our best and most memorable awards events ever. Media results were very strong, attendance was high, and guests had a great time. In Sydney, we were able to celebrate the end of lockout laws with our biggest event yet.
We saw a huge amount of third party media as a result of the events.
Time Out says…
Time Out are proud to have hosted the Bar Awards in Australia for more than ten years. The events are always well received and are the only trade and consumer-facing awards out there. We always set the goals high to deliver the most fun and engaging awards in the market, and the images really show that this year was no different.
Congratulations to all the nominees and winners!
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