Melbourne Food & Wine Festival has hired Ogilvy Melbourne as creative and strategic agency.
The agency will work on strategy development and creative execution with an ongoing contract. Its first work will be for the 2014 event.
Melbourne Food and Wine Festival chief executive Natalie O'Brien said: "Ogilvy has an outstanding reputation for developing highly creative campaigns that drive strong results. The group has been appointed to deliver strong vision and direction for the Festival's creative as well as working with us to define our future in the digital space."
The 2013 Festival attracted 200,000 attendees across 200 events, including 71,000 coffee-drinkers who visited the novel 'Urban Coffee Farm and Brew Bar'.
The 'Urban Coffee Farm and Brew Bar' brought the 'paddock to plate' concept to meet Melbourne's renowned cafe culture with 175 Australian coffee trees adorning Queensbridge Square.
One of its other flagship events was the
'Bank of Melbourne World's Longest Lunch' in Fitzroy Gardens, which sold out. Bank of Melbourne is also an Ogilvy client.The Food and Wine Festival ran across the same weeks as Melbourne's Autumn Racing Carnival.
O'Brien had previously said the 2013 festival proved "there is an enormous desire in this city for unique and extraordinary concepts that inspire us and harness our creativity, but that also have the ability to trigger buzz across the globe."
The Melbourne Food & Wine Festival currently has 18,605 'Likes' on Facebook.
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