THE BRIEF

We were briefed by Perfect Events Group to deliver a locally targeted campaign to drive awareness and visitation to the Northcote Rise Festival and the vibrant offerings of the local community. After a 13-year hiatus, the Northcote Rise Festival returned to High Street after support from the state government to revitalise the community through showcasing local Northcote artists, entertainers, and vendors.

OUR RESPONSE

We worked with Perfect Events Group to secure metro and local publicity for the festival to encourage Melbourne residents to attend the event. This included targeting key media through the use of trader human-interest stories, crafting and issuing targeted pitches to food & beverage, kids & parenting, music & art, and lifestyle media, and drafting and issuing all media materials.

RESULTS

Overall, we had a total estimated reach of 1.04 million which garnered an advertising space rate of $281,590. In terms of key coverage, we secured a picture story in the Herald Sun, a Nine News Melbourne story that ran on the nightly news bulletin, and features in Australian Good Food & Travel Guide, Concrete Playground, Beat Magazine, and AMPlify.

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