Grampians Grape Escape

THE BRIEF

We were briefed to deliver a national PR campaign to promote the long running Grampians Grape Escape festival. Grampians Grape Escape ran between Friday 3rd May until Sunday 5th May, serving up over 100 exhibitors, masterclasses, cooking demonstrations, kids’ activities and live music. The objective was to spread awareness of the festival to encourage visitation and drive ticket sales to bring people back to the region following the bush fires.

OUR RESPONSE

We worked with the GGE team and various stakeholders including guest chefs, local wineries and stall holders to secure widespread coverage and drive ticket sales. To do this this we drafted a range of media materials including multiple media releases, which were sent to key media alongside specialised pitches.

RESULTS

Overall, the campaign reached an approximate total audience of 10,747,300 which gleaned an advertising space rate of $966,987. Coverage highlights included Escape, Country Style, Who Magazine, Timeout, Urban List, Concrete Playground. We also secured a giveaway in M Mag (The Age) along with a Postcards segment, multiple radio interviews and widespread regional and local coverage.