OUR CHALLENGE

PPR&C were approached by the team at Murray River Council to deliver a PR campaign for the 2023 Moama Lights Festival.

Moama Lights, curated by entertainment design firm Mandylights, is an immersive sound and light trail that showcases local stories of Echuca Moama through cutting edge installations and projections. It celebrates the indigenous culture, riverboat heritage, the natural beauty of Horseshoe Lagoon and present-day life on the majestic Murray River.

PPR&C prepared a range of media materials announcing the festival, its creative concept as well as its official opening and distributed them to a national media list, following up with targeted pitches.

PPR&C found media to be highly receptive and placed stories with several top tier media. Coverage highlights included an exclusive piece with the Hearld Sun, two news stories in The Age, a news pic in the Herald Sun, national event listings and extensive online coverage.

OUR TASKS

To develop and execute PR activity around the opening of the 2023 Moama Lights Festival

• To draft and distribute multiple media releases
• To draft a national media list across print, TV, radio and digital
• To pitch for story placement and follow up
• To build a final campaign report highlighting the coverage received

OUR OUTCOMES

Across the PR campaign PPR&C:

• Reached a total audience of 8.2 million
• Generated coverage that gleaned an advertising space rate (ASR) of $3.6 million
• Received nationally syndicated print coverage
• Generated radio interviews with spokespeople
• Generated top tier online coverage in leading publications

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