The Story

To shake up any misconceptions about Brisbane Airport food, and introduce Brisbane Airport’s Paddock to Plate philosophy, we were appointed to create a series of influencer events to promote local produce at Brisbane Airport’s Domestic and International terminals.

The activity at a glance

3 x influencer events
3 x retailers – The Botanist, Corretto Cafe & Bar and Windmill & Co
42 x food, travel and lifestyle influencers, with an audience that aligned to the campaign

A reach of 1.2 million across the whole campaign
All three participating retailers saw an increase in sales growth above both terminal passenger numbers and food and beverage category performance


What we did

We designed three events that allowed Brisbane Airport to myth-bust the misconception that airport food is limited, expensive and unhealthy. Each event focused on one retailer, with a distinctive theme to showcase their specific menu and offering.
Influencers were chosen due to their alignment with Brisbane Airport’s target market, levels of engagement, and authentic connection to their audience on the topic of food.

We then contracted all influencers, managed the event and collected the deliverables to ensure the Paddock to Gate messaging was delivered into the right hands.

We also ate a lot of delicious food. Because, research.