Grampians Tourism

THE BRIEF

In 2023, we were brief by Grampians Tourism to deliver ongoing metro and locally targeted campaigns to drive awareness and visitation to the region. Over the past year, we delivered five key PR campaigns, as well as a variety of seasonal releases and famils.

OUR RESPONSE

We worked with the Grampians Tourism team to secure metro, local and national publicity for its partners and the region in general. This was achieved through pitching to travel & lifestyle, food & beverage, music & art, kids & parenting, and industry media with relevant story ideas and news hooks.

RESULTS

Across 2023, we had a total estimated reach of 11.2 million which garnered an advertising space rate of $2 million. In terms of key coverage, we secured feature pieces in multiple prominent magazines including Australian Women’s Weekly, Eat Play Stay, MamaMag, Delicious, Country Style and Take 5. We also secured feature pieces in major newspapers and supplements including Explore (syndicated across 14 regional titles), Escape, and the Herald Sun. In terms of TV, we secured key coverage on Sky News, Channel 9 Postcards, and Channel 10's ‘Must Do Melbourne’ segment. We also secured pieces in multiple local newspapers, key Victorian radio stations, and prominent online outlets.