Feed Me Morley was primarily a City-led marketing campaign, created in consultation with local food and beverage businesses, with the aim of enticing visitors from across Metro Perth and for residents to dine locally.
Project cost
- $25,000 in 2024 (including launch event), and
- $14,400 in 2025.
Project timeframe
3 months for a 2-week event.
What was the problem or opportunity being addressed?
The City of Bayswater is one of the most culturally diverse areas in Metro Perth. Morley is the most culturally diverse of all suburbs within the City of Bayswater, with over 70% of residents having at least one parent born overseas. This diversity of cultures has generated a range of restaurants, cafés, bars, takeaways and other eating options that provide an authentic culinary tour around the globe, all within an area of about one square kilometre. From the Caribbean to the South Pacific via Europe, Africa and Asia, Morley offers a broad range of authentic tastes.
There was an opportunity to promote the range of authentic culturally diverse food and beverage businesses in Morley that were little known outside the City of Bayswater. The objectives of the project were to:
- raise the profile of the Morley town centre as a destination to visit for authentic food and beverage options
- increase footfall and secondary retail spend
- build on recent Place-based infrastructure projects, and
- in the long-term, foster a thriving town centre to seed future economic investment.
How the project addressed the problem or opportunity
Local food and beverage businesses were encouraged to participate, by being a part of the online campaign, to form either a stop on a food tour or offer a deal to be in the food passport. Participating businesses were provided with a marketing pack, which included hard copy posters, passports, an A4 display stand with a poster displaying their passport deal and festival bunting. The marketing campaign consisted of hard copy posters and passports and a significant online campaign. This year the City also ran a radio campaign and engaged two food influencers with a large following for their food-inspired promotional content creation.
Project outcomes
- achieved 180 registrations for nine guided tours (20 each tour) over the two-week Feed Me Morley Food Festival
- marketing efforts achieved a reach of over 166,000
- contributed to positioning Morley as a multicultural food destination, especially among foodies seeking authentic, affordable, and culturally rich dining experiences
- most businesses involved would be a part of the festival again as they see benefit, and
- encouraged the creation of promotional content videos specifically supporting the businesses involved.
Lessons learnt
- Engagement with businesses was not always straightforward. A large percentage of food and beverage businesses speak a language other than English at work which caused some communication issues.
