One of our longest-running and most loved clients, Queen Victoria Market brought back its famous Summer Night Market for its 19th season in the summer of 16/17. We were tasked with promoting the weekly Night Market to Melbourne locals and visitors for a mid-week night out to experience the various food, drink, music, entertainment and general merchandise offering.
littleBIG proactively promoted the Summer Night Market’s weekly themed nights to Melbourne music and entertainment, lifestyle and food/drink media with the aim of achieving editorial coverage. We also worked closely with Melbourne influencers, inviting them to experience a night out at the Summer Night Market. Who could resist!?
Our ultimate goal of achieving an increase in visitation was achieved, with an average increase of 7,800 visitors each week across the Summer Night Market season when compared with the previous season. In addition, we achieved a consistent level of editorial coverage from November – March with an estimated PR value of more than $3.5 million across broadcast, print and online media. They’re right – Queen Vic never tasted so good!