GRAZELAND FATHERS DAY 2024

THE BRIEF

We were tasked with executing a PR campaign focused on Grazeland's Father's Day BBQ Beer Festival, held from August 30th to September 1st, with a particular emphasis on reaching Victorian audiences.

OUR RESPONSE

Collaborating with the Grazeland team, we developed a comprehensive media strategy. This included curating a Victorian media list that targeted news, lifestyle, and food outlets, as well as drafting a media release to promote the event. We utilised this release throughout the campaign to pitch stories to a wide range of media outlets. Additionally, we created a media alert that was distributed on the Thursday before the festival and again on Father’s Day (Sunday), highlighting key photo and filming opportunities at Grazeland over the weekend.

RESULTS

The campaign generated significant media exposure, reaching a potential audience of 477,331 and achieving an estimated advertising space rate (ASR) of $348,407. We secured notable coverage across TV and online platforms, including Father’s Day news segments on Channel 9 and Channel 7. The event was also featured in online event listings across high-traffic outlets such as Urban List, Concrete Playground, Sitchu, TimeOut, TOT: Hot or Not, Busy City Kids, and Secret Melbourne.