South Beach Wine & Food Festival Uses Insert to Drive Attendance; 700,000+ Print & Digital Units

Due to the significant amount of advertising we buy in South Florida, we follow ad campaigns in the market, especially unique programs by event organizers.

One that recently caught our attention was a major print insert promoting this month’s internationally renowned South Beach Wine & Food Festival, which attracted approximately 60,000 visitors last year.

The insert is presented by MIAMI magazine and its publisher, Modern Luxury.  According to the publisher’s sell sheet, nearly 300,000 copies were printed and inserted into MIAMI magazine and other publications.

The reason we are highlighting this in our digital blog is that an additional 400,000+ digital editions were emailed to opt-in subscribers.

Distributed Dec. 2014 through Feb. 2015, the 64-page, 7″ x 9″ four color gloss insert is the “Official Guide” for the festival, and contains information on the festival’s many activities, times, locations and costs.

It also has numerous ads, which is one of the reasons we like inserts.  They enable you to provide a new platform for exhibitors and sponsors to connect with your audience.

One question that often comes up with these type of initiatives is should you also offer advertising to companies NOT participating in your event so we wanted to share with you what the festival did.

The event organizer offered advertising to BOTH festival sponsors and non-sponsors at prices ranging from $3,475 to $9,240, with big discounts for festival sponsors.

Posted on February 3, 2015