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Wellington On a Plate logo

The most delicious month of the year

@Wellyonaplate | #Content #CampaignManagement #Branding #WebsiteDev #SocialMedia #Event
Wellington On a Plate project image
A culinary celebration that showcases the incredible range of talent and produce that the Wellington region has to offer
Eat Curious
OVERVIEW

Visa Wellington On a Plate is NZ's biggest food festival and is comprised of four festival platforms: burgers, festival dishes, cocktails and festival events. During four weeks, restaurants, bars and hospitality venues come together to offer a delicious month to Wellingtonians and visitors from all around the world.
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For over 3 years, I was the content and digital specialist for the festival. My responsibilities were split into four pillars:

  • content: strategy, social media, community management, copywriting, blog, partner and sponsor deliveries
  • website: development, UX/UI design, project management
  • campaign: branding, planning, dispatching, design, assets development, video and photography
  • reporting: I would build an extensive report that cross-examines the performance of all the festival's digital platforms
outcomes
+22% Web TRAFFIC INCREASE
DURING THE 2021 CAMPAIGN VS 2020
A HUMONGOUS AMOUNT
OF BURGERS EATEN
+23k INCREASE digital audience
+36% INCREASE SINCE 2020
Content
Keeping things tasty
As Content Specialist, key responsibilities included building the content strategy, coming up with creative ideas, looking after the content planning and planning the growth of the social channels.

I organised content sessions with participating venues and sponsors, coordinated live social media coverage and UGC campaigns, collaborated with influencers on content series and managed a content creator who assisted me during the festival.

In 2021, following social trends and changes in algorithm, we focused on a reel-first strategy which resulted in +82% reach vs 2020. The same year, I looked after the launch of the TikTok account which after one festival season resulted in:
- 1.8k followers
- 166k+ reach
- 12k+ interactions

In 2022 we followed the 2021 strategy and incorporated more content featuring people, leading to +18.9% interactions vs 2021.

I was also overseeing the community management and followers' queries through the festival' social channels.
Wellington On a Plate project image - Instagram feed
@wellyonaplate Who would you try this glow burger with? |📍 Honey Badger Saloon (available until 3 Oct) #nzfood #newzealand #fyp #wellington #nzfoodies #foodtiktok ♬ Blinding Lights - The Weeknd
@wellyonaplate How to get your FREE #WOAP poster! ✌️ Tag the food buddies you’d take on this adventure! 🥰#wellyonaplate @wellingtonnz #wellingtonfood #wellingtonnz ♬ STAY - The Kid LAROI & Justin Bieber
@wellyonaplate Things we’re all excited about this Spring: rooftop bars and #CocktailWelly 🍹🌸📍Arborist - #nzfood #rooftopbar #nzeats #newzealand #fyp #wellington ♬ Yes I Do - L.A.B
Wellington On a Plate project image - Gallery thumbnail
Not just "for the 'gram"
I captured festival photography featuring dishes, staff and hospitality venues as part of the content sessions with restaurants and bars. During the festival, I coordinated photographers and videographers to cover live events. The imagery was used across socials, blogs, web content, PR and media.
Wellington On a Plate project image - What's Fresh
Copywriting | Web, Blog and EDM
I was in charge of writing and updating the web content ensuring good SEO practices.

I managed the blog during the festival and off-season. This included looking after the editing pipeline, coordinating blogs with internal and external stakeholders, producing sponsored content and tracking performance.

As part of the omnichannel content strategy, I was leading regular mailing campaigns and newsletters to keep our audience updated and engaged across all our digital channels. During my time working with the festival, I was maintaining an average open rate >37%.
Read the Blog
See EDM sample
IG FILTERS IN ACTION
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A post shared by Visa Wellington On a Plate (@wellyonaplate)

WEBSITE
Wellington On a Plate project image - homepage
A festival guide in the users' pocket
The Visa Wellington On a Plate website is a powerful guide for festival attendees to plan and engage with the festival online. The platform polarises hundreds of thousands of users and generates close to 2 million pageviews over the month-long festival.

Users can scroll through the delicious listings, favourite and create their wishlist, rate the food experience they try and help determine the food awards.

During my time working with the festival, I was managing the website development working closely with our web agency, keeping our platform fresh, accessible and helpful for our festival attendees.

After each festival, I produced a website report and led consumer surveys that would help determine the next phase of the website development for the following year.
Wellington On a Plate project image - website 1
Wellington On a Plate project image - website 2
Wellington On a Plate project image - website 3
Wellington On a Plate project image - website 4
MARKETING / CAMPAIGN
Festival rebrand
In 2021, I took part in the re-brand project in collaboration with brand partner Everyone NZ, oversaw the implementation of the new brand across the digital channels, and produced various branded assets (social filters, animated and static assets).
Wellington On a Plate logo
Campaign / Media buy / Paid social

As part of the marketing campaign, I managed the production of creatives with external agencies and developed various assets in-house including marketing packs for participating venues (print + digital), in-situ placements and billboards, and editorials for media.

Wellington On a Plate project image - campaign 1
Wellington On a Plate project image - campaign 2
Wellington On a Plate project image - campaign 3 Wellington On a Plate project image - campaign 4
COVID-19 RESPONSE
Wellington On a Plate project image - Burger WellingtIN
Lockdown challenges | Covid response
During lockdown in August 2021, we launched the Burger WellingtIN and Cocktail WellingtINi home-cook challenges. Users were creating their own version of Burger Wellington and Cocktail Wellington at home, inspiring them to get creative and engage with the festival from home

This resulted in 600+ user-generated content pieces and a +2.6% growth of our social channels in two weeks.

When COVID allowed, we hosted the winners of those challenges and organised a burger cook-off live competition in a commercial kitchen and a cocktail masterclass at an iconic bar in Wellington.
Wellington On a Plate project image - At Yours
At yours
At Yours is the Wellington region’s online directory of 150+ food and beverage services offering click and collect, takeaway and contactless delivery during lockdown levels 3 and 4.

My role was to project manage the implementation and delivery of At Yours across our digital channels in a 2-week timeline.
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