THE BRIEF

To mark the arrival of the Melbourne production of King Kong Live on Stage, we were briefed by our retainer client, Eureka Skydeck, to create a media stunt to garner attention for Eureka Tower and the world premiere of the musical.

Eureka Skydeck brought the giant beast to life on the rooftop of Eureka Tower followed by a 1930’s themed cocktail party later that evening.

OUR RESPONSE

We worked closely with the Eureka Skydeck team and their stakeholders including the City of Melbourne, Tourism Victoria, and Tourism Australia to generate global publicity and to promote the stunt on alternative channels. As well as the stunt, we also worked to secure coverage for the post-stunt 1930’s themed cocktail party.

Across the campaign, we provided advice and support to stakeholders by establishing an issues and crisis management plan.

RESULTS

The PR campaign was hugely successful, reaching an approximate audience of over 6 million Australians in 7 days through traditional monitored media coverage, with an advertising space rate (ASR) of $1.5 million value for the King Kong at Eureka Tower stunt alone. Key worldwide coverage included stories in The Washington Post, BBC online, The Independent, The Huffington Post and The Guardian.

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