BBC EARTH EXPERIENCE MELBOURNE

THE BRIEF

We were briefed to take over the publicity of a national campaign to drive awareness and ticket sales of the BBC Earth Experience at the Melbourne Convention and Exhibition Centre.

OUR RESPONSE

We worked with the BBC Earth Experience team to secure ongoing national, metro, and NZ publicity for the experience. This included drafting and issuing all media materials as well as crafting and issuing targeted pitches to key lifestyle, travel and tourism, arts and entertainment, kids and parenting, tech, education, sustainability, seniors, and multicultural media. We also leveraged giveaways for regional and kids and parenting media, organised media opportunities including media calls, radio interviews, television filming, and hosted an exclusive VIP event to support media traction.

RESULTS

Overall, we had a total estimated reach of 6.06 million which garnered an advertising space rate of $890.23K. In terms of key coverage, we secured features in Weekend Sunrise, 7 News, MiNDFOOD, Herald Sun, Postcards, NOVA 106.9, Time Out Melbourne, Australian Traveller, Mouth of Mums, GOLD Central Victoria, 3AW, as well as interviews on ABC Radio Melbourne and ABC Radio National.