2017
Sponsorship Proposal
Brought to you by Akaroa Heritage
Festival Society Inc’
WWW.FRENCHFEST.CO.NZ
Contents
Page:
3. Introduction
4. Event Programme
5. Event Statistics
6. Options of Sponsorship
7. Fête des Lumières Street Party Sponsor
8. The Landing Sponsor
10. Market Day Sponsor
12. Marquee & Show Sponsor
14. Marketing Plan
19. Contact details
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Introduction
The Akaroa Heritage Festival Society has enclosed the following sponsorship
proposal for Akaroa’s 2017 French Fest, to be held on 13th-15th October 2017.
There is always so much to celebrate at Akaroa’s historic French Fest, and 2017
will mark the 177th anniversary of the first organised European settlement in
Akaroa. The French Fest originated 24 years ago, and is now a biennial event
organised and staged by the local community.
Sponsorship will ensure this historic event takes place to the benefit and
enjoyment of the local and wider community, the sponsors and the thousands of
attendees.
The 2017 French Fest kicks off on the Friday night with the Fête des Lumières
Street Party. The next morning French Bay is the place to witness the reenactment of the landing of the settlers from the French ship, Comte de Paris.
From there the parade leads you to the Akaroa recreation ground to be immersed
in all things French. Here taste buds get tempted with the likes of mouth-watering
crepes, escargot, and pain au chocolat. Traditional French games are there to be
mastered, as is the option of sitting back and letting the magic of the blue, white
and red swirl around while soaking up entertainment for all ages. On Sunday the
French Fest once again strengthen its connection with the local tangata whenua,
with a celebration of Maori culture at the Onuku Marae.
French Fest is a mainly family orientated event, and is immensely popular with
the local Canterbury population. This unique event celebrates the unity of
European and Maori cultures in a historic township like no other, and continues
to develop an ever growing national and international following.
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Event Programme
Friday 13th October - Night
6:00pm – The festival kicks off with the
Fête des Lumières Street Party on Beach
Road.
Saturday 14th October – Daytime
10.00am approx. (depending on tide).
The day’s events begin in the morning
with the re-enactment of the first landing by settlers from the French ship the
Comte de Paris. They are welcomed onto the beach by a traditional greeting from
the local Maori.
Parade down the main street to recreational grounds.
Opening ceremony.
Throughout the day, the recreation ground provides the base for fun, festivities
and sharing of knowledge of Akaroa’s unique history, with French music,
performances, educational areas, games, food and local stall holders. Amongst
these is the entertaining traditional waiters race, where the competition is on for
the prestigious title of top waiter.
Saturday 14th October – Evening
7:00pm – Show with music, dancing and possible fireworks.
Sunday 15th October – Daytime
10:00am - Traditional Powhiri held at Onuku Marae (arrival at 9.45am).
Traditional Hangi, all day activities including Maori games, arts and history talks.
Stalls, live music and other family activities to make the day and the Marae
experience fun.
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Event Statistics
The Audience
The festival is an all age event, attended by Cantabrians along with those from
further afield.
The Friday night street party typically attracts around 1000 people.
The Saturday parade and main festival attracts around 8000 people.
In 2015, the Saturday night was attended by a crowd of 450-500. Numbers to the
evening show were restricted due to the size of the marquee. In 2017 the
marquee will be significantly larger, allowing more to attend the evening event.
The Sunday programme in 2017 will be held at the Onuku Marae for the first time,
and it is anticipated to attract approximately 500 people.
Website – www.frenchfest.co.nz
The event website is currently in a transition from the Christchurch City Council
back to the Akaroa Heritage Festival Society. The website will be updated
regularly with any updates and promotions.
Social Media - Facebook
The French Fest Facebook page was established in October 2016. In the first
month, the page attracted about 100 impressions a week. This page is in its
infancy and will continue to be developed over the course of the time leading up
to the festival.
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Options of Sponsorship
Sponsorship for the 2017 French Fest offers the opportunity to be a named
sponsor of the various elements of the festival.

Fête des Lumières Street Party Sponsor
 The Landing Sponsor

Le Jour du Marché - Market Day Sponsor

Marquee & Saturday Night Show Sponsor
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Fête des Lumières Street Party Sponsor
Contribution: $5,000.00 of cash and/or product.
The Friday night street party is the event that
kicks off French Fest. The waterfront of Beach
Road is closed to vehicles, allowing people to
spill out onto the road, or to enjoy a night of
entertainment from the restaurants and bars.
Advertising material
 The sponsors logo will appear on flyers,
posters, brochures and public relations
stories advertising the event.
 The sponsor can display signage and/or its logo on the entertainment
trailer during the street party on the Friday night.
Website and social media advertising
 French Fest will have its own website and social media pages.
 Links to the sponsors own website will feature on the French Fest website
and social media pages.
Event Signage
 The sponsors logo will appear on signage associated with the event.
Products/services
 The sponsors product/service will be incorporated into the
sales/promotion of the event wherever possible. The organiser will allow
the sponsor to display products or provide demonstrations to event
attendees during the Saturday Market Day event as a market stall.
Hospitality Rights
 A hospitality tent site for the Saturday will be made available to the
sponsor.
Media Exposure
 The event will be featured on radio, newspaper and magazines with the
intention that it will gain TV coverage. This will ensure that the sponsor
receives maximum exposure.
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The Landing Sponsor
Contribution: $5,000.00 of cash and/or
product
The re-enactment of the landing of the
passengers of the Comte de Paris is one of
the most important historical parts of the
French Fest. Spectators watch as the cutters
make their way from the ‘Comte de Paris’,
while the waka passes by inspecting the new
arrivals to their land. The French and German settlers are greeted by the Mana
Whenua of the land.
Advertising material
 The sponsors logo will appear on flyers, posters, brochures and public
relations stories advertising the event.
Website and social media advertising
 The sponsors logo will appear on the website & social media pages.
 Advertising links to the sponsors own website will feature on the events
website and social media pages.
Event Signage
 The sponsors logo will appear on all signage associated with the event.
Products/services
 The sponsors product/service will be incorporated into the
sales/promotion of the event wherever possible. The organiser will allow
the sponsor to display products or provide demonstrations to event
attendees during the Saturday Market Day event as a market stall.
Hospitality Rights
 A hospitality tent site for the Saturday will be made available to the
sponsor.
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Media Exposure
 The event will be featured on radio, newspaper and magazines with the
intention that it will gain TV coverage. This will ensure that the sponsor
receives maximum exposure.
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Le Jour du Marché
Market Day Sponsor
Contribution: $10,000.00 of cash
and/or product
The French Fest Market Day is a
full day of market stalls,
traditional French games,
French food, wine,
entertainment, education and
much, much more. The day
follows on from the reenactment of the landing that
morning, with a parade of the descendants from the Onuku tangata whenua &
Comte de Paris, and others working its way down Rue Lavaud to enter Jubilee
Park. A ceremony is held with the Mayor and French Ambassador officially
opening the festival.
Sponsors of the market day will obtain extensive publicity during the lead up to
the event and maximum exposure throughout the Saturday of the festival.
Market Day signage
 The sponsors name and logo can appear on both inside and outside of the
fencing situated around the recreation ground.
 The sponsors name will be mentioned throughout the day’s events.
Event Signage
 The sponsors logo will appear on signage associated with the event.
Advertising material
 The sponsors logo/name will appear on flyers, posters, brochures and
public relations stories advertising the event.
Website and social media advertising
 The sponsors logo will appear on the website & social media pages.
 Advertising links to the sponsors own website will feature on the events
website and social media pages.
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Media Exposure
 The event will be featured on radio, newspaper and magazines with the
intention that it will gain TV coverage. This will ensure that the sponsor
receives maximum exposure.
Products/services
 The sponsors product/service will be incorporated into the
sales/promotion of the event wherever possible. The organiser will allow
the sponsor to display products or provide demonstrations to event
attendees during the Saturday Market Day event as a market stall.
Merchandising Rights
 Merchandise associated with the event will have the sponsors logo.
Hospitality Rights
 A hospitality tent site will be made available to the sponsor.
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Marquee & Saturday Night Show Sponsor
Contribution: $8000.00 of cash and/or
product
The Saturday night show is a highlight
of the weekend’s events. An 80x20ft
marquee hosts a cabaret show, food,
wine & dancing.
Supported in
attendance by locals and visitors to
Akaroa, it is a fantastic way conclude
the day’s activities in true French style.
Sponsors of the marquee and show will obtain extensive publicity during the lead
up to the event, and exposure throughout the Saturday of the festival.
Marquee signage
 The sponsors name and logo can appear both inside and outside of the
marquee situated on the recreation ground.
 The sponsors name will be mentioned throughout the day’s events.
Event Signage
 The sponsors logo will appear on signage associated with the event.
Advertising material
 The sponsors logo/name will appear on flyers, posters, brochures and
public relations stories advertising the event.
Website and social media advertising
 The sponsors logo will appear on the website & social media pages.
 Advertising links to the sponsors own website will feature on the events
website and social media pages.
Media Exposure
 The event will be featured on radio, newspaper and magazines with the
intention that it will gain TV coverage. This will ensure that the sponsor
receives maximum exposure.
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Products/services
 The sponsors product/service will be incorporated into the
sales/promotion of the event wherever possible. The organiser will allow
the sponsor to display products or provide demonstrations to event
attendees during the Saturday Market Day event as a market stall.
Merchandising Rights
 Merchandise associated with the event will have the sponsors logo.
Hospitality Rights
 A hospitality tent site will be made available to the sponsor.
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Marketing Plan
1. Project and strategic context
1.1.Project background
French Fest is a biennial French themed festival and the largest event put on in
Akaroa. The 2017 the festival will take place over the last weekend of the
school holidays in Akaroa, from Friday 13th October until Sunday 15th October.
The festival is a celebration of all things Gallic and embraces the unique beauty,
culture and heritage of New Zealand’s sole French settlement. The festival will
include markets, entertainment, food stalls, education, games, activities,
demonstrations and much more.
French Fest was first held in Akaroa in 1993, and began as a small community
run event organised by the Akaroa Heritage Festival Society. When Banks
Peninsula was incorporated into the Christchurch City Council, the Council
became involved with the event, providing production and
marketing/communications support, with the aim to broaden the event and
provide a festival for Christchurch as a whole. In 2017 the production of the
event will be run by the local community again through the Akaroa Heritage
Festival Society.
Until 2008 the festival was run annually in October. In 2009, the event
changed to biennially and from a one day festival to a full weekend. The 2009
event was attended by around 8000 people, mostly from Christchurch. Since
2011 the festivals have exceeded targets with over 10,000 people in
attendance.
In 2015 Heritage Week extended their festival dates to incorporate French
Fest. The hope is for this to happen again in 2017, allowing both festivals to
collaborate together and for French Fest to be the main event taking place on
Banks Peninsula. This will also allow both festivals to pool resources in
particular with the marketing and possibly some event support at French Fest.
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1.2
2017 Events
Friday 13th October
Fête des Lumières Street Party (Festival of Lights)
6.00pm, Beach Road
- Theme: Lights and fire.
- Light projections, fire performers and entertainment.
Saturday 14th October
Le Jour du Marché (Market Day)
9.45am to 4.30pm, Recreation Ground
- Landing re-enactment and parade
- Stage entertainment, roving entertainers, French market, food and
wine stalls, interactive games, demonstrations, heritage and culture
area, kids activities etc.
Evening Show
7.00pm to 11.00pm, Recreation Ground
- A show, music, dancing, bar, & roving entertainers.
Sunday 15th October
Onuku Family Fun Day
10:00am, Traditional Powhiri held at Onuku Marae (Arrival at 9.45am).
Traditional Hangi, all day activities including Maori games, arts and history
talks. Stalls, live music and other family activities to make the day and your
Marae experience fun.
1.3
Project objectives
Project Objectives
 To produce a high quality, French-themed regional festival that
attracts attendees from across Canterbury
 To educate and immerse attendees in French heritage and culture
 To promote local activities, talent and business with the emphasis on
French heritage
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To promote the uniqueness of Akaroa and Banks Peninsula nationally
and build a high profile event
To encourage both new and return visitors with attendance target of
6,000 - 10,000
Marketing Objectives
 To raise awareness of the 2017 French Fest event.
 To encourage people to visit Akaroa and attend French Fest 2017
 Increase awareness of and traffic to the French Fest website
 Promote the weekend events using the established French Fest brand
2. Key audience and stakeholders
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Christchurch & Banks Peninsula residents
French-origin residents of Canterbury
Tourists
Media
Akaroa Heritage Festival Society
French Ambassador
Comte De Paris
More FM
The Canterbury Community Trust
Red Bus
Target Market
The marketing will aim to reach Akaroa and Christchurch residents (primary
focus) and visitors (secondary focus) with the target audiences of:
 Household shopper demographic – female 35 years plus with children
 "Event goers" male and female – singles and couples 18-40 years old and
less likely to have children
 50+ year old "empty nesters" that are influencers in arranging group
outings
 Families
3. Strategies and Tactics
3.1.Key messages

Celebration and education of organised European settlement in Akaroa
with local Maori (1840-2017)
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3.2.Marketing Mix and Tactics
A marketing campaign will be undertaken to connect and engage residents
and stakeholders of French Fest 2017. The marketing needs to be efficient,
measurable and visible while promoting the festival and the activities
happening throughout the weekend.
The French Fest branding will follow a similar look and feel to previous years,
showing a carnival French atmosphere.
By using a similar brand this will:
 Help remind Christchurch and Akaroa residents of the positive
memories and fun times they’ve had at previous French Fest festivals
 Be engaging and friendly, eye-catching and draw people to it
The following logos will be incorporated into the advertising material.
 Akaroa Heritage Festival Society Incorporated
 French Fest Akaroa New Zealand
 Any funders and sponsors secured
Proposed Tactics
A variety of tactics will be used to promote French Fest and the weekend
events. This will begin with an awareness campaign from July with a flyer in
the rates notice, with the main advertising in August/September.
Online/Social Media:
- Frenchfest.co.nz, heritageweek.co.nz, bethere.co.nz and ccc.govt.nz
websites
- Enewsletters – BeThere and Future Christchurch
- French Fest Facebook
- Metservice.co.nz - combined ad with Heritage Week
- Eventfinder.co.nz
- Akaroa.com
- Akaroa & the Bays Facebook page
- Material sent to and links to and from stakeholder websites/social
media sites eg. Future Christchurch
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Print:
- Posters
o A4 poster distributed around Banks Peninsula
o A3 poster sold
o General poster distributed at Libraries, Service Centres and
Recreation & Sports Centres
- DLE flyer
o Distributed at Libraries and Service Centres
o Rates notice - distributed from July - approx. 132,000 copies
o Flyer delivered to Akaroa & outer bays letterboxes – 630 copies
- Avenues magazines
- The Star
- Akaroa Mail
- The Press
- Future Christchurch October tabloid - events listed
Ambient:
- Internal posters in buses
- Signs on home owners fences in Christchurch
- Christchurch City Council plasma screens in Civic Offices
Radio:
- More FM radio advertising. Partner sponsorship activity and media
schedule.
- Couple weekend package giveaway through More FM during day time
show. (Up to $1500 value)
Signage
- Little River billboard,
- Takamatua billboard 2400x1200mm
Event signage
- Programme on large boards
- Heritage boards display each panel 1.2m wide x 2.3m high
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For all sponsorship enquires please contact the
French Fest Events team:
Rebecca Cooper (021 2878555)
Hollie Hollander (027 419 7507)
Alex Simpson (021 032 7139)
events@akaroa.com
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