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ONE LONG TABLECHINCHILLA
SponsoredWebsite sponsored and delivered by
Locals, families & visitorsSponsors & businesses
Overview
One Long Table is a community food festival in Chinchilla, run by the Chinchilla Community Commerce and Industry. Zelexis sponsored the event website and carried one consistent invitation across its channels, so attendees and sponsors saw the same event wherever they found it.
Member organisations and eventsChinchillaWebsites and digitalMarketing and content
What we worked on
The relationship
An annual event with ongoing digital support
The challenge
One Long Table brings the community together through food, entertainment and a shared place at the table.
Different shades, fonts and ways of presenting the identity made the event harder to recognise across channels. The website also had to work for people planning to attend and for businesses considering sponsorship, and be easy to refresh for each year’s edition.
Every post, ad and page should read as the same invitation, wherever someone first sees it.
Many versions, one event
Each channel had its own purple and its own type. Defined choices bring them back to one recognisable invitation.
Illustration of the problem. Real earlier examples (posts and flyers with mismatched colour and type) to be supplied.
One purple. One type pairing. One way of speaking.
The thinking
Promotion creates interest. The destination helps people understand the night and decide how to take part. Each year’s edition supplies the material for the next.
One edition supports the next
Gerkies films each edition. The footage becomes the raw material for next year’s promotion.
Production by Gerkies
Short-form Facebook ads use earlier event footage to show the food, the people and the atmosphere before the night.
Creative by Zelexis and Gerkies
The website carries this year’s date, time, place and entry, plus a route for businesses to get involved.
Website by Zelexis
The community gathers on Heeney Street, and the cycle begins again with fresh footage.
Organised by CCCI
The expression
A cohesive website combines the event’s personality with clear annual information. Production, promotion and the destination work together.
3.1A defined digital identity
The logo stays. Colour, type and tone are defined once, then carried into the website, social posts and ads.
Digital hierarchy
Defined by ZelexisEndless flavours.
PoppinsHeadlines
A place at the table for everyone.
FigtreeBody
No new logo. A defined digital expression of the existing one.
3.2One invitation, every channel
Footage, promotional creative and the website share one colour and type system, so each one points to the same event.
3.3The first impression
The homepage leads with the atmosphere and the promise, then the two actions people most need.
1234
5One table. One night. Endless flavours.
Add to My Calendar leads, with the holiday draw beside it.
The organiser and major sponsor are credited up front.
The film is one tap away from the first screen.
The actions stack under the promise.
Experience first. Useful information within reach.
3.4Attendees / Sponsors
Coming on the night
12
1Practical answers that make attending easy.
Getting involved
12
12Involvement made easy to consider.
3.5The night itself
Real footage and photography let people picture the night before reading a word about it.
Film and photography by GerkiesAs used on onelongtable.com.au
The response
More than 9,000 visits to the event website, most of them driven by the campaign, and the largest One Long Table yet, as reported by the organisers.
Reach
9,000+Visits to the event website.
9,309 sessions from 8,543 people over 12 months. Google Analytics.
Campaign
84%Of visits driven by the campaign.
7,825 of 9,309 sessions came from the paid social campaign. Google Analytics.
Where the 9,309 visits came from
Demand
~1,000Found the event through Google search.
909 sessions from organic search, beyond the ads. Google Analytics.
CCCI organised the event. Zelexis sponsored and delivered the website and contributed digital and advertising work. Gerkies supplied the production, background video and photography, and collaborated on advertising creative.
One Long Table is one of CCCI’s events. See how the Chamber’s own website was brought together.
Tell us what you need. We can discuss the priorities, scope and a useful place to start.
Discuss a projectNo finished brief needed.
One organisation.
A connected community.
Chinchilla Community Commerce and Industry Inc.
CCCI’s direction had no single home. Membership, events and that direction now live in one place, kept current.
Production quality,
made easier to recognise.
Gerkies (Cinematography | Media Production)
Known locally for events, now positioned and presented for corporate and government production work.
