Essence handled all the trade and consumer media relations for the inaugural Epicurean London at The Old Truman Brewery in London’s famous Brick Lane. The event hosted over 120 producers and importers of the finest artisanal products, and showcased more than 1,000 products. 3,400 wine and food lovers attended the show over two days.
The media relations campaign was carefully coordinated to take into account the lead times of the target media and specifically targeted food titles and the London media – both in traditional print and online channels. Creating tailored angles, and unique stories from the exhibitors, for each title resulted in coverage in Delicious!, Sainsbury’s Magazine, Foodism, Evening Standard and live interview on Hoxton Radio, to name a few.
At the event itself, Essence generated social media posts to reflect the buzz of the occasion and showcased some of the wonderful food and drink that was on offer.
The campaign reached a circulation of over 16m, resulted in a complete sell out of tickets and The Epicurean London was an astounding success in its first year.