A March into Merivale retrospective We just one week out from revealing the full program for March into Merivale 2016, and boy is it a biggie! To whet your appetite five weeks worth of OTT food and wine bliss, we taking a little look backwards, to where it all began from humble beginnings and a $33 meal deal, to the ridiculously popular launch party, superstar chefs, daring brand campaigns and wow fest it is today.
It was January 2009 when Justin Hemmes, food and beverage director Frank Roberts, and marketing director at the time Iris Kleimann were spit balling ideas to position Merivale as cutting edge in food, a little risqu a hospitality company whose offering is world class. Frank recounts the inception: came to me and said, do we present to market in a way that says what we about? We not just nightclubs and bars we got amazing chefs and restaurants. We are a serious food business. not joking, in January, we started putting it together for a March launch, recalls Frank. was a five week program with something on every day for five weeks, with a launch party. (Its current format is much the same, though amplified in scale and taking place across multiple venues). Because of its warm, nay scorching, reception, we about to kick off our eighth festival. Merivale Creative Director Di Walker attributes its endurance to a plateful of factors. In the beginning, the crux of March into Merivale was a $33 meal deal that naturally drew in the crowds people love a cheap feed. But it was more than meal value that kept things churning. were the first company to ever showcase its chefs. We leveraged the fact that we got such an amazing pool of talent, and that our food offering was a cut above other festivals that were around at the time, says Di. also think Sydney a festival city. Sydney just loves a festival in an outdoor environment. CEO Justin Hemmes played a huge part in the festival success. It was he who had the vision to present the chefs not as stuffy and serious, but colourful, zany individuals coach shop online sale doing their thing. remember Justin saying to me once that he didn want to see something he seen before and never to shoot chefs in a boring way. Instead, tap into what they about. Embrace it. I always thought that coach bags clearance was a really good insight and largely why the festival grown so much, Di says. Frank agrees this is what Merivale does best. belief is that we get the right talent and we build the business around them. It really simple. At present, Merivale boasts some of the best talent in the country. And the great thing about talented people? They don let you down, he says. Another key factor to March into Merivale continued growth is its brand campaigns, the first one setting the tongue in cheek tone that still in effect. big hook in our very first campaign was that all our chefs were naked. Merivale got a sexy image and we had all these pretty unsexy guys naked, showing off their wares, catching them in a really light hearted way, says Frank. The campaigns are a highlight for Di too: favourite March into Merivale moment was shooting Justin as part of our campaign about food philosophies. Jeremy Strode was and three coach on sale veg Dan Hong was the rules and we figured Justin represented so we wrapped him in Glad Wrap. He is coach outlet coupons kohl's in store such a good sport! Not the usual thing you do to your boss then, will 2016 bring? Merivale current Marketing Director, Andrew El Bayeh, leaves us with a few words on the latest offering: "It bigger, brasher, bolder, and way more fun.
I can reveal the theme yet, you have to wait till next week. Let just say it set to be our best March into Merivale yet.".
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