Marketing & Promotion Plan

The Drink Show - NSW Edition is supported by a structured, multi-channel marketing campaign designed to attract engaged consumers, trade buyers, hospitality professionals and premium drinks enthusiasts.

Our focus is not mass crowds - but the right audience who attend to taste, discover and buy.

To achieve this, the Show is promoted through a combination of regional media, targeted digital advertising, industry outreach and direct invitations.

🎯 Target Audience

Marketing is aimed at:

• Wine enthusiasts and collectors
• Premium spirits buyers
• Hospitality & venue operators
• Bottle shop owners & buyers
• Tourism and cellar door visitors
• Local professionals and lifestyle consumers
• Trade & wholesale contacts
• Event and food lovers in the Newcastle / Hunter region

The goal is to attract guests who attend with intent - not just casual festival traffic.

📣 Confirmed Media

The Drink Show marketing campaign includes a combination of paid media, digital promotion, industry outreach and venue-supported marketing.

Print & Local Media

• InTouch - Online + Magazine
• Newcastle Live - Online + Magazine
• Hunter Hunter - Online only
• Local press event listings

Digital Marketing

• Official event website promotion
• Facebook & Instagram advertising campaigns
• Email marketing to subscriber lists
• Event listing websites & online guides
• Google search exposure
• Tourism & lifestyle websites
• Venue website and social media promotion
• Showground venue digital channels and EDM ( Electronic Direct Mail )

Venue & Showground Collaboration

The event is promoted in partnership with the venue and local event networks.

This may include:

• Venue website event listings
• Showground social media promotion
• Venue email newsletters ( Strong EDM )
• On-site signage promotion
• Local event calendar listings

Working with the venue helps extend reach into the local community and event-going audience.

Industry & Trade Promotion

• Direct invitations to licensed venues
• Mail-out to Liquor & Gaming NSW licence holders
• Hospitality & retail contacts
• Trade visitor registrations
• Distributor & supplier networks

Outdoor & Local Promotion

• Posters across Newcastle & surrounding suburbs
• Proposed - Roadside Signage at the Showground
• In Touch Magazine distribution outlets
• Tourism information outlets

✉️ Direct Invitations

A key part of The Drink Show strategy is targeted invitation marketing.

Invitations will be sent to:

• Licensed venues
• Bottle shops
• Restaurants & bars
• Distributors
• Industry buyers
• Event partners
• Tourism operators

This helps ensure exhibitors connect with real commercial opportunities, not just walk-in visitors.

📱 Exhibitor Participation

Exhibitors are strongly encouraged to support the campaign by:

• Sharing the event on social media
• Emailing their customer list
• Inviting trade contacts
• Promoting their attendance online
• Offering ticket giveaways or promotions

Events promoted collectively achieve the strongest results.

📊 Expected Attendance

Attendance will vary by session, but the marketing campaign is designed to attract:

Approximately 1,000 – 1,500+ ( maybe more ) visitors across the event with a strong mix of consumers and trade.

Because exhibitor numbers are limited, each producer benefits from greater visibility and stronger engagement.

⭐ Why this matters for exhibitors

This marketing strategy is designed to deliver:

✔ Qualified visitors
✔ Strong brand exposure
✔ Direct sales opportunities
✔ Trade connections
✔ Long tasting conversations
✔ Premium positioning

The Drink Show is promoted as a curated tasting experience - not a high-volume festival.