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Travelsphere have been the headline sponsors of the Big Kitchen, the highlight of the Show, since 2017 at the BBC Good Food Shows. Their branding appeared throughout the theatre and Travelsphere were referenced as theatre sponsor whenever the Big Kitchen was mentioned, in print or online.
Each session on the Big Kitchen was introduced with Travelsphere’s brand messaging, and visitors were directed to the Travelsphere stand by the Big Kitchen host. Travelsphere chose the BBC Good Food Shows to directly engage with their target audience, recognising that the direct relation between travel and food the Big Kitchen was the perfect feature to best present the brand. Competitions and audience participation was encouraged and top talent signed aprons as a giveaway prize to endorse an immersive atmosphere. All chefs and experts appearing on the stage were briefed to create a recipe ‘inspired by their favourite holiday destination’, ensuring that a link with Travelsphere was present throughout each demonstration.
Travelsphere also hosted sponsored sessions with talent on the Big Kitchen stage, with talent creating social posts and engaging content pre-show. The talent appearing in these sessions drew on and repeatedly reinforced the link between travel and food and demonstrated the inspirational recipes derived from their travels with Travelsphere. In the Summer of 2019, celebrity chef Lotte Duncan went on a holiday to Amalfi hosted by Travelsphere, she posted about her experience on social media and created recipes inspired by the holiday destination, which featured in her online travel diary and blog and within River Street Events marketing campaign. She then appeared in two demonstrations on the Big Kitchen titled 'Travelsphere Presents: A Taste of Italy with Lotte Duncan', cooking recipes inspired by her holiday and talking about her experiences on the trip. This generated engaging content for Travelsphere, both pre-Show and at the Show.
In addition to their activity on the Big Kitchen, Travelsphere had a physical presence on the show floor. Visitors at the event were able to engage with the brand that they just heard about on the Big Kitchen, raising brand awareness by running giveaways and a competition to win a holiday from the stand. River Street Events supported this activity by promoting it on it's various marketing campaigns.
In addition to their physical presence at the show, Travelsphere appeared in the events fully integrated marketing campaign which ran across print, social and digital. As sponsors of the Big Kitchen, Travelsphere have become an important part of visitors experience at the Show, the Big Kitchen creates magic moments leaving visitors with lasting memories as delicious as the food.
"We know that travel and food go hand in hand, and real flavours lead to real smiles! So, it’s no surprise that Travelsphere are proud sponsors of the BBC Good Food Show’s fantastic Big Kitchen. The BBC Good Food show provided us with a good platform to engage with our target audience, giving thousands of visitors a taste for travel. Our escorted tours right across the globe give travellers a real taste of each destination they visit, as they try the local cuisine, and sometimes, just like the celebrity chefs in the Big Kitchen, rustle up a dish or two themselves! So, come along and meet us at the BBC Good Food Show for a huge helping of travel inspiration all dished up with a beaming smile!’’ Travelsphere