Universal Pictures Australia | Downton Abbey Melbourne Gala Screening

Progressive PR and Communications (PPR&C) were engaged by Universal Pictures Australia to run an influencer campaign with the aim of generating social media coverage for the Melbourne Gala Screening of Downton Abbey motion picture

PPR&C reached out to a network of influencers and talent managers and conducted research on social media to identify authentic Downton Abbey fans, those who would be interested in attending the premiere and who would be likely to share the experience on social media. PPR&C also issued invites, managed the RSVP’s and attended the premiere, providing the on-ground support required to manage the large number of influencers in attendance. Following the successful Gala Screening, PPR&C distributed professional photos from the evening to those who had attended, this prompt act resulted in further social media coverage, prolonged the excitement of the film and enhanced our overall influencer reach.