Summer Night Market At Queen Victoria Market 2017/18


July 11, 2018

THE BRIEF:

One of our longest-running and most-loved clients, Queen Victoria Market brought back its iconic Summer Night Market for a blockbuster 20th season in November 2017.

Running every Wednesday night for 21 weeks, we were tasked with building on the existing brand awareness while securing broad editorial coverage that highlighted the event’s global food and drinks offering, buzzing music and entertainment line-up, and eclectic array of artisan homewares and fashion.

THE APPROACH:

littleBIG managed a proactive media relations campaign with local and national lifestyle, entertainment, and food/drink media with the aim of achieving high-impact editorial coverage (all while cutting through a congested summer event period in Melbourne). In addition to hosting an opening party, we also managed regular social media influencer evenings: small groups of foodie fanatics were hosted throughout the season resulting in a broad range of genuine, organic content.

THE RESULTS:

From November 2017 though to April 2018, littleBIG achieved a consistent level of editorial coverage across broadcast, print and online outlets. The event appeared in media 168 times with an estimated PR value of more than $3.7 million. Highlight coverage included Channel Nine news, Channel 10 news, The Weekly Review, Herald Sun – Stellar magazine, Qantas Travel Insider, The Age – Spectrum, Time Out Melbourne, KIISS FM, and Jetstar magazine.

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