Hallmark Event - Essay Help

Introduction

Events are a significant tourism promoter, and contribute largely in the success of marketing agendas of many destinations around the world. The impacts and roles of regularly planned events in the context of tourism management have been quite discussed in literature and are of gaining significance for the competitiveness of the destination (Getz, 2010). Still, it was merely a few years ago that event tourism developed in the industry of tourism as well as in the research circle, so that resulting development of this area can be explained as remarkable. An important term in the event tourism is Hallmark Event that has several meanings. According to Ritchie, as stated by Getz (2008), in his publication in 1984 referred big or repeating events of a certain time frame are basically created to improve the profitability, attraction and awareness of a destination. Getz (2008) employed the terminology in a way more particularly linked to image building, destination branding and place marketing: he described hallmark as an event which have such importance with regard to tradition, quality, appeal, or popularity that the event offers the host place, destination or community with a competitive edge (Getz, 2008).

Analysis of the Statement through an Example of Hallmark Event

Several tourism destinations feature local cultural or traditional events as their hallmark shows, whereas others go for edgy attraction with contemporary cultural events like popular music carnivals, dance festivals etc. Melbourne, Australia is one of the leading events destinations around the globe and the city promotes several cultural and traditional events as its hallmark events (Melbourne Food & Wine Festival, 2017). One of them is Melbourne Food and Wine Festival.  The Melbourne Food and Wine Festival brought to the public by Bank of Melbourne has been Australia’s most pre-eminent carnival of food and wine. The event appeals over a quarter of million food and wine fanatics from around the world. The festival takes place during March every year and expands on 10 days of celebrations (Melbourne Food & Wine Festival, 2017). The event offers new experiences for the travellers throughout Melbourne and Victoria. It brings internationally popular food and wine flairs who offer exclusive and unique events for the national and international people visiting Victoria. The event is uniquely positioned to display the strengths of the city and the state whereas simultaneously creating concepts for the future. This internationally acclaimed festival also promotes local and global chefs and offers an opportunity to them to feel the host community taste and food culture (Richards and Wilson, 2004). The festival supports and nurtures the individuality and uniqueness of Melbourne through displaying its outstanding food productions, culinary skills and dynamics of excellent foodie region, along with launching international trends and global presenters. Every year, the event creates its plan to assure it offers memorable experiences with over 300 events including World’s Longest Lunch, Master Class and River Graze. A Public Relation Campaign is also used to promote the festival towards a broader audience through a comprehensive five months regional, national, global marketing and public relation campaigns. It involves media associates to increase the profile of the event and elaborate the campaign reach.  (Melbourne Food & Wine Festival, 2017). The event involves the audience throughout the year through industry and consumer electronic news and social media networks. It has over 60,000 subscribers with more than 170,000 social media followers. This signifies a high impact of brand positioning and marketing throughout different mediums of marketing including outdoor marketing, digital channels, press, magazine, television as well as an increasing focus on digital and social media networks (Melbourne Food & Wine Festival, 2017).