The Concept
Chinese cuisine as the most important part of China, it has been integrated into every Chinese’s life. In China, they usually use have you eaten (ni chi le ma 你吃了吗) instead of how are you (ni hao ma 你好吗) (British Museum 2008). Chinese cuisine is becoming more popular around the world, and Melbourne also has numerous Chinese restaurants located in various regions. There are more and more people are attracted by the unique cooking skills and flavors of Chinese cuisine. Chinese cuisine is correctly combining the sour, sweet, bitter, spicy and salty together which achieve a harmonious whole, and this is the characteristic of Chinese cuisine (Coelho 2009).
CHN-Taste-Mel is dedicated to helping people who are living or traveling in Melbourne, and for exploring the hidden Chinese restaurants in Melbourne, looking for the unique flavor of Chinese cuisine through a variety of different Chinese specific ingredients and sauces, and providing people who are interesting in Chinese food an opportunity to teach them about Chinese cuisine.
CHN-Taste-Mel will use multiple platforms which including Facebook, Instagram and YouTube for introducing Chinese cuisine in Melbourne. This project will be divided into three parts, which involved text contents, photographs and a series of videos. CHN-Taste-MEL will bring an intuitive and realistic feeling to visitors in a simple and clear way.
References:
British Museum 2008, Chinese Food and Drink, The British Museum, UK.
Coelho, V 2009, An introduction to Chinese cuisine, WordPress.
Project Pitch
Social media strategy
CHN-Taste-MEL will use social media as a platform for advertising. CHN-Taste-MEL will be mainly with Facebook and Instagram as the platforms for social media strategy, and contents will be updated synchronously with the website. We will create our own hashtag and use other related hashtags on Facebook and Instagram for helping the publicity of the website.
We will regularly publish posts on these three platforms (Facebook, Instagram and CHN-Taste-MEL website). We will release our video trailers on Facebook and Instagram, and post full videos on our website and YouTube which will as the main video publish platform for our website.
We will keep publishing posts on all social media platforms two to three time a week, and releasing the video on YouTube once a week.
Facebook has at least 2.32 billion monthly active users worldwide, Instagram has over 1 billion monthly active users worldwide as of 31 December 2018.
That is why we choose Facebook and Instagram as the main platforms for promoting our website.
Timeline
Preparation:
March 10 – April 3
Finalise team members and the theme
Assign group responsibilities
Create proposal website and social media accounts
Group pitch meeting and website making
April 4
Proposal website publish
Pre-production:
April 5 – 15
Ongoing group meeting for confirming website stage
Planning of website content details
Finalise shooting contents, date and locations
Production:
April 16 – May 15
Website video filming and pictures taking
Website contents searching
Post-production:
May 16 – Jun 2
Final project editing
Website and social media update
Final check for website contents and videos
Submission:
Jun 3
Officially website publish
Target audience
Our target audience is different based on different parts.
PART 1 RESTAURANTS: someone who travels to Melbourne and wants to try some good Chinese restaurants, or some Chinese people who stay in Melbourne for a long time but can’t find the right Chinese restaurants. Some international students from China are homesick, they want to find as many authentic Chinese restaurants as they can to relieve this feeling.
PART 2 INGREDIENTS: introduce some unique Chinese ingredients to someone who is interested in cooking Chinese cuisine, especially some foreigners who like Chinese culture and Chinese food but don’t know what to prepare.
PART 3 DIY: this part is for those people can’t cook Chinese cuisine, not only foreigners but also some Chinese people who are just leaving home and don’t have individual living experience. The audience will get interested in cooking some dishes which are convenient to cook.