THE BRIEF

The International Rose Garden Festival Morwell took place across a lovely November weekend in Gippsland.

The festival featured live music, workshops, food trucks, gardening stalls and a presentation from ABC Gardening Australia’s Costa Georgiadis and children’s favourite Dirtgirl.    

PPR&C was engaged by Latrobe City Council to deliver a PR campaign for the International Rose Garden Festival Morwell (IRGFM) for 2019.  

OUR RESPONSE

The overarching goal of the campaign was to create awareness of this relatively new event amongst existing target markets as well as introducing it to a metropolitan Melbourne audience.

The campaign capitalised on spring and roses, off the back of the spring racing festival and its love of roses as well.

Spokespeople and gardening experts were offered to media locally as well as further afield.

RESULTS

This goal was achieved through significant coverage including local and Melbourne metro coverage including The Age, Herald Sun, 9 Weather and several ABC Radio interviews for key spokespeople.