Spring is here, and summer is on its way.

We have been in lockdown for a long time, and we are looking forward to reconnecting with family and friends. And one of our favourite things when we get together is share a meal, and experience local produce.

The problem

It is likely hospitality businesses will remain at reduced capacity for some time, and as a result locals and visitors are likely to be turned away from establishments.

Visitor stories are already circulating along the lines of ‘the only place we could get food was the supermarket’ and ‘we had to go to five places before we could get something as everyone had run out of food’.

With a pent-up demand to travel, and a strong desire to try local produce in unique venues and locations, regional areas need to consider how they are going meet the needs of visitors and provide an experience that will result positive word of mouth referral.

The opportunity

Every cloud has a silver lining, and picnics are emerging as the thing to do, with people taking to parks in cities around the world meet, connect and PICNIC.

This is an enormous opportunity for Melbourne and regional Victoria to create campaigns that promote picnicing in parks and gardens, and pre-ordering Picnic Packs from local providores, artisan bakeries, cafes and farmgates.

The benefit

Visitors have a new experience, enjoy great food, and are happy that they have been able to support local.

Local businesses are able to service more customers and generate more income through product innovation……… and the concept is COVID adaptable.

Creating the campaign

To assist you develop your Picnic in the Park campaign, we have developed a Campaign Concept.   If you would like a copy, simply email us at hello@roadmapstrategy.com.au.

Alternatively, Roadmap Strategy would welcome the opportunity to work with you to create and execute a ‘Picnic in the Park’ campaign for your region.

Photo credit:   Proper & Son, South Melbourne Market – bringing the market to you in a picnic box