Case study
Signature Events Series
“Based on their data-driven insights into which events work (and which don’t) we collaborated with Time Out to create three signature events that were geared to sell out – and they did, within days. To amplify interest and drive additional bookings from those who missed out on tickets, Time Out created two pieces of evergreen video content. We loved these videos so much, we ended up repurposing them for future use. Following each event, Time Out surveyed attendees and provided us with actionable insights for future activations. Working with content experts like Time Out makes the innovation needed to reach (and keep) new audiences easy.”
Jo Bennett
Director, Leisure & Entertainment, The Star
Campaign objectives

 Deliver three signature events
Our primary objective was to create a suite of premium events at three signature Star restaurants – Balla, Black Bar & Grill, and Sokyo – and sell each one out.

 Add sustained value
A secondary objective was to provide an ongoing promotional tail, to help drive trial and visitation of these three venues through social and video content.

 Consumer retention
Our third objective was to engage and retain our paying event customers, via voluntary opt-in to The Star’s newsletter database.

The events

Our delivery of these objectives followed a fairly linear path. Through early collaborative planning sessions with The Star – led by our insights into Time Out audience behaviour – we soon arrived at three original activation concepts:

Sokyo Social
Sokyo
Our first event concept was a night of premium Japanese whiskies and jazz, at Sokyo. Cocktails would be paired with delicate Japanese dishes like Kingfish wings robata with shichimi and lime, chicken yakitori don and mini goma street and strawberry mochi… we wanted to create Japanese aperitivo, with a tonne of good vibes. Read more

A gluten-free Italian feast
Balla

Our second event was designed as a generous three-course Italian meal, to be shared. Staged specifically for coeliacs and their friends, our menu was specially created for the event by Balla’s head chef, Gabriele Taddeucci. The feast-style service would encourage our guests to share and socialise with others around their table. Read more

The world’s best steak dinner
Black Bar & Grill
Our third event was built around the Jack’s Creek Farm striploin, which is exclusive to Black Bar & Grill, and won the top gong at consecutive World Steak Challenge competitions in 2015 and 2016 (it’s the type of steak that’ll have you closing your eyes, leaning back and groaning as pleasure firecrackers explode in your brain). Read more

Campaign promotion

Digital content
We created custom event content targeting our Restaurants audience, with ticketing built into each page.

Digital takeovers
Time Out designed high impact takeovers for each campaign, which were strategically targeted across desktop and mobile sites.

Custom video content
We created custom videos in collaboration with chefs and talent from The Star. See example below.

Competition
Time Out competitions were held to encourage email address submission. One lucky winner received double passes for all three events.

Premium newsletter tiles
Each event was promoted through our popular weekly newsletter.

Solus newsletters
Each event received solus newsletter promotion, ensuring the each event gained 100% share-of-voice with our database of food, drink and event-obsessed readers.

Content drivers
Strategically placed content tiles across the Time Out site ensured high visibility, in front of our core digital audience.

Facebook campaign
Paid and organic promotion through Facebook extended the reach of each campaign.

Post-event survey
We conducted three post-event surveys, to help the Star retain happy customers and gain valuable insight into their experience.

Custom video snapshot
See more of the original video content at youtube.com/australiatimeout.
How we worked
Campaign results

 All three events SOLD OUT in record time
 100% event attendance
 100% of Sokyo Social attendees would visit Sokyo on another occasion
 100% of Sokyo Social attendees would recommend a Time Out event to friends
 100% customer satisfaction with the Black Bar & Grill event
 90% of Balla event attendees would attend another Time Out event
 88% of Balla event attendees would visit the restaurant on another occasion
✓ 87% of attendees would attend another Time Out event
 82% of Black Bar & Grill event guests were Time Out subscribers
 All first-party declared survey data shared with The Star
 Display assets received above average engagement
 2,421 new subscribers added to The Star’s newsletter database

Time Out says…

This series of custom events was a perfect campaign for Time Out. It tapped directly into one of our primary areas of expertise (event curation and activation) and into the known interests of our audience (namely gluten-free fine dining, Japanese cocktails and award-winning dishes).

The campaign also allowed us to demonstrate the breadth and quality of our commercial offering, from original video creation, to off-platform distribution, to data acquisition.

We were delighted to see each of the three events exceed all of The Star’s expectations. In fact, they went so well that we were asked to host a repeat of the gluten-free Italian feast at Balla, as an extension of the original delivery.