GRAZELAND - Post-COVID Launch Campaign

THE BRIEF

PPR&C were engaged to deliver a PR campaign with a focus on generating positive coverage, driving visitation, and enhancing public awareness surrounding the launch of Grazeland, previously delayed due to COVID-19 lockdowns.

OUR RESPONSE

Besides striving for both traditional and online media coverage, we also focused on executing a national and Victorian-level campaign and procuring a VIP launch event, ranging from invitation design, distribution, locking in guests, and producing strong content, to abiding by COVID-19 regulations.

OUR OUTCOMES

Media coverage was secured, diverse and impactful. Multiple stories were scored on Herald Sun and other News Corp outlets. Grazeland also appeared on Channel 7 and 9, and not to mention radio interviews on 3AW, Smooth FM and Gold FM. Digital reach was especially successful – including BroadSheet Melbourne, TimeOut, Good Food and others. And overall, Grazeland managed to reach more than 5 million people, with an advertising space rate worth more than $1 million dollars.

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