At a time when virtual events reigned supreme and we were all pivoting strategies to acheive results in a new landscape, littleBIG was approached by UpFlow Brewing Co. to publicise Flow Festival – Australia’s first-ever, alcohol-free beer festival. Did we mention it was only three weeks away?
We hit the ground running hard, communicating the virtual event to national food & drink, lifestyle and what’s on media and driving event sign-ups and AF beer sales. Cleverly pitched story ideas told at just the right time (hello Dry July!) resulted in one of littleBIG’s quickest but most successful PR projects: 18 pieces of editorial achieved over three weeks with a potential audience reach of more than 4 million and an approx. PR value over $400,000.
Highlight coverage included syndicated coverage across the country in The Daily Telegraph; Herald Sun; The Courier-Mail; The Cairns Post; NT News; and The Mercury as well as The Age, Sydney Morning Herald, The New Daily, Urban List and Concrete Playground.