THE BRIEF

PPR&C were briefed to deliver a targeted PR campaign with a Victorian focus to promote Puffing Billy Railway’s additional daily services for the 2021 Easter School Holiday period.

OUR RESPONSE

Whilst some top tier traditional media coverage was secured, the main focus of the campaign was on securing a range of influencers to do a day trip to Puffing Billy and share their journey with their audience to entice them to book during the School Holiday period.

OUR OUTCOMES

Media coverage secured was varied and impactful! From a long format story on channel 9 News (4 pm and 6 pm bulletins) to 150+ pieces of social media coverage across posts, stories, and reels on Instagram and not to mention radio coverage on NOVA FM and FOX FM.

The coverage secured had a direct positive impact on The Puffing Billy Railway website, visitation was the highest it’s been from the domestic market since November 2018.

We work with destination brands throughout Victoria to help increase awareness and visitation.

If you’re interested in finding out more about how our public relations services at Progressive PR & Communications can help your brand, please get in touch today.

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