THE BRIEF

We were engaged by the team behindthe Oz Feline Fair to deliver a national PR campaign to build awareness anddrive attendance for its inaugural six-city tour of Australia. The Fair – acelebration of all things feline – was designed to engage cat lovers, owners,and curious newcomers with a mix of entertainment, education and shoppingexperiences. Our objective was to secure widespread earned media coverageacross both traditional and social channels in each tour market.

OUR RESPONSE

We commenced the campaign with the development and distribution of a national media release, followed by a targeted media schedule for social media sensation and spokesperson Steven Meserve. This included a series of interviews and editorial opportunities with major outlets, including Woman’s Day, The Morning Show, ABC Radio, and a feature with The Sydney Morning Herald and The Age. Following strong national pickup, we implemented a tailored media strategy in each tour location. This included ongoing pitching, interview coordination, and on-site media support across print, radio, online, and television. To complement the media relations, we engaged a small group of lifestyle influencers and dedicated cat content creators.

RESULTS

Across the campaign, we achieved coverage that reached an estimated audience of 51.5 million, with an advertising space rate (ASR) value of more than $736,000, across 332 media mentions. National and metro placements included The Morning Show, Sunrise, The Sydney Morning Herald, The Age, The Advertiser, The Sunday Times, PerthNOW, The Canberra Times, Woman’s Day and ABC Radio, alongside strong local coverage in each tour city.