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Carnaby Street Eat 2017

Street Eat returned to the 13 streets of Carnaby on Saturday 3 June. The area was transformed into a one-day, free entry food festival. Over 30 food & beverage tenants took to the streets of Carnaby serving taster dishes & drinks from stalls. From 12-6pm, visitors enjoyed live music, complimentary ice lollies and
ice-cream sandwiches as well as in-store activations and experiences.

Sister's aims and objectives were to drive footfall and raise awareness of Carnaby’s food & drink offering. We achieved #StreetEat trending in the UK on the day and a press reach of over 145 million.

Back for its fourth year, Sister managed the event, marketing, media relations, digital analytics and social media for Street Eat. Sister was also behind the events’ creative ideas, event planning, Westminster City Council liaison, event logging and stallholder and licencing documentation management.

Sister partnered with London Evening Standard for the first time on this event, as part of ES London Food Month campaign and was featured on LondonFoodMonth.co.uk as well as London Evening Standard print, online, newsletter, ES Magazine and Evening Standard vendor trolleys. Sister hosted a successful press trip with Eurostar resulting in French and Belgian coverage ranging from Grazia France, Le Vif Weekend France and Niewslad Belgium. Additional press coverage included; The Saturday Telegraph, Metro, Time Out, Mr Hyde, Foodism, Hot Dinners, Just Opened London and Hospitality & Catering News, generating the most succinct media coverage in the 4 years. 

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Sister also partnered with Lovebox Festival, who came to DJ in the Newburgh Quarter whilst visitors relaxed on the lawn on deckchairs and beanbags, alongside free food trikes and edible bubbles. The Lovebox partnership continues at Lovebox Festival where Carnaby representatives will host a Carnaby airstream handing out marketing material including Carnaby tote bags and Carnaby’s new biannual magazine, as well as a digital prize draw to win tickets to the festival hosted on Carnaby.co.uk.

There was activity across the whole 13 streets, from a boomerang booth on Beak Street next to a Cahoots bar with live music, dance tutorials and singers, to giant Carnaby letters on Carnaby Street and table tennis on Newburgh Street. 

Shoppers were treated to complimentary food and drink at numerous Carnaby stores which were enjoyed on the communal picnic benches along Carnaby Street. 

Sister worked with foodie influencers to create pre-promotional social posts for the event. Sister created a VIP pass allowing access to complimentary food offerings from 5 tenants, resulting in conversation to a targeted London food & drink audience. Sister worked with Londonist to produce a 1-minute post-event film, shared on Londonist social to 2 million and hosted on their homepage which receives 3.5million views each month. The film received 25,000 views across Carnaby and Londonist social.