THE BRIEF

To deliver a national PR campaign with a Victorian focus to launch the brand-new interactive travel experience, Wanderlust Melbourne. The pop-up attraction located in Fitzroy invited visitors to traverse imaginary borders and be transported to five beloved cities and dream destinations – London, New York, Paris, a tropical beach and winter wonderland.

OUR RESPONSE

After preparing a media release and media list, PPR&C focused on announcing the brand-new experience through securing print, digital and TV coverage in the news and lifestyle spaces. In addition to this, PPR&C produced a VIP influencer sneak peek event by inviting influencers to experience Wanderlust before it officially opened its doors to the public and managed a comprehensive giveaway ticket campaign in Victoria.

OUR OUTCOMES

PPR&C found media to be extremely receptive of Wanderlust Melbourne and secured top tier media coverage around the announcement and launch. Coverage highlights for this campaign include two Herald Sun early general news stories, a Channel 7 TV News story, listings in the Saturday Age and Sunday Herald Sun and digital stories in Time Out Melbourne, Concrete Playground and MiNDFOOD.

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