URBAN CAMP'S 40th ANNIVERSARY

THE BRIEF

Urban Camp, a unique school camp facility in Royal Park, tasked us with delivering a PR campaign to celebrate its 40th anniversary. For four decades, Urban Camp has provided regional and remote students with an invaluable opportunity to connect with the city, bridging the gap between urban and rural life. The campaign’s objective was to generate positive media coverage, raise awareness of the anniversary, and drive visitation..

OUR RESPONSE

We collaborated closely with Urban Camp to craft a comprehensive media strategy. This included developing a media release centered around the milestone anniversary and building a national media list, with a strong focus on Victorian outlets. Throughout the campaign, we leveraged this release to pitch compelling stories, tailoring angles to secure coverage across multiple platforms. Our efforts resulted in exposure across television, radio, print, and online outlets.

RESULTS

The campaign generated significant media traction, reaching an estimated audience of 2,157,321 through monitored traditional media. The coverage garnered an advertising space rate (ASR) value of $800,798. Highlights included a weather feature on the Today Show, interviews on multiple ABC Radio stations, and print features in The Star Weekly, Inner City News, and various local newspapers.