TASTE

Back for its second year, Westfield Century City’s annual TASTE campaign and pinnacle food tasting event from October 18th - 20th, 2019 highlighted the brand’s variety of dining offerings through our fully sold-out epicurean extravaganza to support and increase awareness to Westfield’s dining offerings and center traffic. The food festival was held in the center’s Atrium and Oasis event spaces, and featured samplings from the center’s best restaurants, chef experiences, wine and spirits tastings, and live entertainment further establishing Westfield’s brand positioning as the place to dine and discover a variety of casual to elevated cuisines in Los Angeles. TASTE attendees also received special retailer offers when they presented their stamp card in-store at select retailers from 10/18-10/31.

I led the marketing strategy, messaging, and execution of the campaign across retailer participation, event programming, outreach, promotional materials, and day-of logistics and guest relations. I also worked closely with Westfield’s Brand team to develop unique event collateral including a custom-made TASTE food tray and stamp card, and creative messaging across email, website, social media, on-property signage, and out-of-home billboards.

Almost 800 people attended (91% attendance rate), contributing +4.1% increase in foot traffic week over week and +3% to prior year. I also secured 28 participating retailers (+14 new) contributing a +55% ROI.