Melbourne Skydeck Launch

Our Challenge

PPR&C were briefed to deliver a national PR campaign with a Victorian focus to announce the rebrand and launch of the all-new Melbourne Skydeck. The iconic Melbourne attraction relaunched with a multi-million-dollar redevelopment and a suite of new world-class experiences.

The campaign commenced in November and ran through until January 2022, with a focus on generating positive news stories around the launch to build awareness of the multi-million-dollar redevelopment and suite of new experiences.

Our Response

As part of this campaign, PPR&C worked with the Journey Beyond team on a VIP launch event held on Tuesday 14th December. A comprehensive guest list of media and influencers was drafted and merged with Journey Beyond’s list of VIP’s, stakeholders and key partners.

PPR&C were also tasked with managing an influencer event on Saturday 18th December. Influencers in the kids and parenting space were invited to a special VIP event to experience the brand-new Melbourne Skydeck in exchange for sharing their experience with their social media audience.

Our Outcomes

• Coverage highlights included news stories with Channel 7 and Channel 9 news, an upfront Herald Sun news story, various digital stories, and news items across the NewsCorp titles in Escape.

• Secured 75 social media clippings with a total social media reach of 412,400

• Total estimated reach 5.15M