Tastes of Europe campaign in China 2015 – Page 1

Roadshow Report

New Yansha Shopping Mall, 17-18 October 2015

Executive Summary

The fifth Roadshow of the Tastes of Europe Campaign was organized on 17-18 October in New Yansha Shopping Mall. The mobile exhibition stand was placed in a strategic location on the second floor of the shopping mall to reach as many visitors as possible. The stand attracted hundreds of visitor during the two-day programme; the most popular programme elements were the live cooking shows and the quiz sessions. The increased flow of visitors is attributed to the variety of samples, optimal location and the additional visibility in the shopping mall. All KPIs have been met or exceeded during this Roadshow as detailed in the tables below and shown in the attached pictures. Report Content: I. Statistics II. Agenda III. Cooking Show Menu IV. Staff V. Products Sampled VI. Website and social media VII. Follow-up Actions VIII. Photo Gallery I. Statistics

Key Performance Indicators

Item Target Implemented

Visitors

Visitors at the stand 500 2000+

Visitors at cooking show 40 100+

Quiz participants 20 30

Completed questionnaires 20 40

Promotional items

Quiz gift bags (pen, apron, GI product, bag) 20 20

Branded bags and pens for survey participants 30 60

Producer fliers N/a 200+

Product samples

Cooking show dish tasting 60 200

MS represented through samples 4 13

Product categories represented (including spirit drinks sampled during the cooking show)

6 7

Tasting samples distributed 500 2200

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II. Agenda

TIME ACTIVITY & CONTENT LOCATION

11:30 Stand opens Animation area

11:30 – 11:40 Introduction to the campaign Animation

11:45 – 13:30 “Variety” sampling Show kitchen

12:00 – 12:15 1st

Quiz Animation area

12:15 – 12:30 1st

Tour of the stand Stand

13:30 – 15:00 Cheese sampling “Ask the Producer” session

Cheese section

14:00 – 14:45 Olive oil sampling Olive Oil section

15:00 – 15:45 Live cooking show and sampling of dishes cooked

Show kitchen

15:45 – 16:00 ”Ask the expert session” Show kitchen and animation area

16:00 – 16:30 Questionnaire time Animation area

16:30 – 18:00 Ham and beer sampling Ham and beer sections

17:00– 17:15 2nd

Quiz Animation area

17:45 – 18:00 2nd

Tour of the stand Stand

18:00 – 19:30 Wine and cheese sampling Wine and cheese sections

19:30 End of animation Stand

III. Cooking show menu Flame Scottish salmon with Pere Magloire Calvados

- PGI Scottish Farmed Salmon, UK (Salmon fillets) - PDO Lakonia, Greece (olive oil) - GI Calvados Pays d'Auge, France (Pere Magloire Calvados) - GI Polska Wódka/Polish Vodka, Poland (Lubuski Vodka)

Red wine cooked pear with white wine espuma

- GI Polska Wódka/Polish Vodka, Poland (LubuskiVodka) - PDO Valpolicella, Italy (Masi Agricola) - PGI Prosecco, Italy (Zonin) - PDO Xynisteri, Cyprus (Xynisteri)

IV. Contractors’ Staff Support Staff

- Albane Salzberg, Project Coordinator - Max Xie, Chef - Lesley Murray, Products Coordinator - Jing Lan, Moderator - Iris Chen, Logistics Coordinator - 4 hostesses - Jessie Lu, Logistics Coordinator - Stand supervisor and technician - Missy Hong, Hostesses Coordinator

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V. Products Sampled

Products Sampled

Product Product category Country of Origin # of samples

PGI Bayerisches Bier Beer Germany 40

PGI Českobudějovické pivo, PGI Budějovické pivo

Beer Czech Republic 80

PGI Danablu Cheese Denmark 100

PDO West Country farmhouse Cheddar cheese

Cheese United Kingdom 100

PDO Asiago Cheese Italy 120

PDO Queijo S. Jorge Cheese Portugal 100

PDO Queijos da Beira Baixa Cheese Portugal 100

PDO Queijo de Nisa Cheese Portugal 100

PDO Prosciutto di Parma Ham & Meat Italy 400

PGI Lakonia Olive Oil Greece 100

PDO Estepa Olive Oil Spain 100

PDO Beurre d’Isigny Diversity (butter) France 100

PDO Miel de Granada Diversity (honey) Spain 100

PGI Štajersko prekmursko bučno olje Diversity (pumpkin seed oil)

Slovenia 60

PGI Aceto Balsamico di Modena Diversity (vinegar) Italy 80

PGI Scottish Farmed Salmon Diversity United Kingdom 100

PGI Venezie Giulia Wine Italy 40

PDO Makkas Maratheftiko Wine Cyprus 40

PDO Xynisteri Wine Cyprus 40

GI Brandy Spirit drink France 100

GI Vodka of Finland Spirit drink Finland 100

GI Swedish Vodka Spirit drink Sweden 100

Total: 22 7 13 2200

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VI. Website and social media: Website-EN:

http://tastesofeurope.eu/calender/2015roadshow5/ Website-CN:

http://tastesofeurope.eu/cn/calender/%E7%AC%AC%E4%BA%94%E5%9C%BA%E8%B7%AF%E6%BC%94%EF%BC%8C%E9%87%91%E6%BA%90%E6%96%B0%E7%87%95%E8%8E%8Emall/

Weibo:

http://weibo.com/p/1005055574354205/album?from=page_100505&mod=TAB#place

Facebook:

https://www.facebook.com/media/set/?set=a.868549713240699.1073741836.653531038075902&type=3

Twitter:

https://twitter.com/TastesOfEurope/status/653526016560730113 WeChat ID: tastesofeurope2015

VII. Follow up-actions:

- Full roadshow report will be submitted together with the final technical report. - Analysis of visitor surveys will be submitted by 22 October 2015

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VIII. Photo Gallery

a. Ask the Expert Session: Chef Max Xie

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b. Ask the Producer Session: PDO Asiago Cheese

c. Cooking show

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d. Cooking show audience

e. Cooking show sampling

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f. Beer and ham sampling

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g. Cheese sampling

h. Wine and ham sampling

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i. Olive Oil sampling

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j. “Variety” sampling

k. Quiz participants

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l. Quiz question winner

m. Touchscreen