On Saturday 11 August, Sister curated and executed Carnaby Street Eat which returned for its fifth and biggest year yet. Restaurants, bars, cafés and stores around the 14 streets of Carnaby came together to offer street eaters a diverse range of food and drink.
This year, we saw the West End’s longest picnic table return to Carnaby Street, the Newburgh Quarter transformed into a chill-out area, complete with a grass lawn and bean bags and food stalls went single-use plastic free. Sister's aims and objectives were to drive footfall, raise awareness of Carnaby’s food and drink offering, plus drive traffic to Carnaby.co.uk and increase social footprint.
Back for its fifth year, Sister managed the event, marketing, media relations, digital analytics and social media for Carnaby 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 Foodism for the first time on the event, with an exclusive competition as well as partnerships the Evening Standard and Eurostar Metropolitan Magazine. Sister also hosted a successful press trip with Eurostar to celebrate their new route, resulting in Dutch coverage in Grazia Netherlands and Viva.
The international coverage continued with featured in El Iberico Spain, Hi Europe China and Le Vif Weekend Belgium. Additional consumer press coverage included; ES Magazine, Time Out, Elle online, Evening Standard Go London, Independent, The Mirror, Huffington Post, Metro, Olive online, The Nudge, Visit London and Yahoo News. Trade highlights included; Hospitality & Catering News, Casual Dining and Caterlyst, generating the most succinct media coverage in the five years.
As well as Carnaby food stalls from the likes of Le Bab, Wright Brothers, Dirty Bones, Pizza Pilgrims, Island Poke and Claw, there was a host of activity across the 14 streets of Carnaby. Entertainment included live music in the Newburgh Quarter from DJ GRLTLK and Mariachi El Mexicano, music and dancing tutorials from The Hotsie Totsies at the Cahoots bar, free ice lollies from Popping Licks and edible bubbles from Smith & Sinclair.
Sister worked with top UK food influencer and @London food editor, Clerkenwell Boy to create a pre-promotional social video for the event on IGTV. The video received up to 1,201 views on his Instagram and 60.5k on @London’s. Sister created a VIP pass allowing access to complimentary food and drink offerings from selected tenants and invited London food & drink influencers to attend the event including; London Food Boy, Certified Nosh, London Food Fatty and Little London Whispers.