THE BRIEF

In 2023, we were briefed by the Grazeland team to provide PR support across various campaigns to drive awareness and visitation over the course of the year. These campaigns included activations for each of the school holiday periods as well as Easter and Christmas campaigns and event planning and management for Grazeland’s 2nd birthday celebrations.

OUR RESPONSE

We worked with the Grazeland team to secure metro, local and at times, national publicity across broadcast, print and digital mediums. This included crafting and issuing target pitches to news, kids & parenting, lifestyle and industry media, setting up key media opportunities, and drafting and issuing all media materials. We also worked with the team on various influencer campaigns to further extend the reach of the traditional media campaigns.

RESULTS

Across 2023, we generated 140 traditional media clips, that reached a total estimated audience of 8,555,672 with an advertising space rate (ASR) of $6,140,057. In terms of key coverage, we secured multiple picture stories in the Herald Sun, news stories on channel 7, 9 and 10 TV news as well various listings across Broadsheet, UrbanList and TimeOut. For the social component, we generated influencer coverage that reached a total audience of 726,600+ from 175+ clips.

We also worked with the team at MasterChef and secured Grazeland as a location for a service challenge on the hit TV show.

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