Moama Lights 2023
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