THE BRIEF

We were briefed by the team at Murray River Council to deliver a PR campaign for the 2024 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. The objective of the campaign was to spread positive news stories to increase awareness of the festival and drive visitation.

OUR RESPONSE

We worked with the team at Murray River Council to prepare a range of media materials including a national media list with a Victorian and NSW focus and multiple media releases for the event. We used these releases throughout the campaign when pitching and placing stories with a range of media.

RESULTS

Across the campaign period we secured coverage that reached an approximate audience of 6.6M through traditional monitored media coverage which gleaned an advertising space rate (ASR) of $1,313,293. Coverage was secured across multiple outlets, including key online sites such as Forte, Timeout, Sitchu, Secret Melbourne, and Australian Traveller, as well as print pieces in key publications like Explore, which was syndicated nationally, and NewsCorp’s Escape supplement. We also worked with the Herald Sun to secure a photo-led story that ran on the opening weekend of the festival.

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