MELBOURNE FAIR 2024

THE BRIEF

We were engaged to deliver a national PR campaign with a Victorian focus for The Melbourne Fair 2024. Taking place from Thursday, September 12 to Sunday, September 15, the fair transformed the Victory Room at Marvel Stadium into a treasure trove of luxury and elegance, showcasing a stunning collection of unique furniture, fine and contemporary art, jewellery, antiquities, home décor, and vintage designer pieces from around the globe. The objective was to generate positive news stories around the fair and drive ticket sales.

OUR RESPONSE

A media release announcing the return of The Melbourne Fair was drafted and distributed in August, serving as a foundation for story placement. We compiled an extensive media list covering national and Victorian outlets across news, arts, fashion, lifestyle, and events to maximise outreach. The campaign featured several spokespeople, including Tom McEvoy, Claudia Chan Shaw, and Christopher Becker, to engage in interviews and represent the fair. To further drive engagement, we invited news media to a photo and filming opportunity to mark the opening of The Melbourne Fair. This effort resulted in attendance from Channel 7 news.

RESULTS

The campaign reached an approximate total audience of 1.78 million through traditional monitored media coverage, with an advertising space rate (ASR) of $307,430. Highlights include a picture-led story in the Herald Sun, a live cross on Today Extra, interviews on ABC Radio, and online features in outlets such as Time Out and Australian Arts Review.