After developing a new brand position and creative suite for BeerFest Australia, we worked with the team to deliver a four-month PR campaign to promote the national tour across Fremantle, Sydney and Melbourne.
The objectives were to generate awareness of BeerFest’s three festivals and drive ticket sales through achieving high-impact coverage across national and state-based travel, lifestyle, food/drinks, what’s on and general news media.
Media relations was a core part of the PR campaign, drawing upon BeerFest’s growing popularity over the past 10 years, the tour’s killer line-up of Australian talent across each state (musicians, comedians and brewers) and news of the event’s debut in Sydney.
Media relations activities were supplemented by social media influencer engagements that targeted a mix of beer fanatics as well as more general lifestyle/family influencers.
Results were incredible with 72 pieces of editorial coverage across print, broadcast and online media outlets in WA, VIC and NSW and social posts from 13 influencers. The total PR value for the campaign topped more than $1 million with a potential audience reach of more than 26 million people.