Food Network and Cooking Channel's annual title sponsorship takes place every February at the South Beach Wine & Food Festival which benefits Florida International University's Chaplin School of Hospitality & Tourism Management.  Food Network and Cooking Channel play a large part in the planning, promotion and production of this destination event.  My role has broadened from managing a branded build out to overseeing the entire sponsorship in the past 5 years.

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In 2018, my objective was to drive consumer engagement and talent/series promotion throughout the five day festival. I accomplished this in a few ways: 

• Develop a marketing campaign on Food Network/Cooking Channel on-air, digital and social channels as well as OOH media in Miami and other major markets.

• Program priority talent in key events throughout festival.

• Build a branded lounge within the 3-day Grand Tasting where consumers can get out of the hot sun, have a drink, charge phones, watch programming and interact with the brands.

• Multiply reach of events through digital and social amplification onsite - Food Network website and social coverage, Facebook live shoots, Snapchat geofilters, etc.

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Responsibilities Included:

• Media Planning

• Promotional Asset Development

• Exterior Brand Activation Build Out 

• Onsite Digital Production

• Talent Relations/Management

• Client Hospitality

• Cross Functional Team Management

• Agency Supervision

• Contract Negotiation

 

2018 Event Highlights:

• The promotional campaign received over 530MM impressions between on-air, digital, social, and OOH placements.

• 23K+ attendees came to the Food Network & Cooking Channel Lounge at the Grand Tasting on the beach.

• 60K+ fans attended over 95 events throughout the festival.

• $1MM+ in net proceeds went to FIU's Chaplin School of Hospitality & Tourism Management. 

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