With the ultimate goal of driving attendance, in collaboration with the South Australian Tourism Commission, we developed and executed a PR strategy that targeted key audience pillars showcasing the event offering, and South Australia as a tourism destination. Additionally, we managed all event announcements to achieve mass awareness via traditional and new media as well as all at-event media relations, including crisis communications and the operation and management of the media centre.
Most recently, for the 2020 campaign we implemented a multi-pronged approach to appeal to motorsport enthusiasts, general event goers and families. Leveraging assets, access to Supercars drivers and implementing an event ambassador for the first time, we targeted these audiences, continuing to grow the event appeal via mainstream and new media.
Keeping trusted journalists and enthusiasts of the event onside is critical to promote coverage, and predominantly positive coverage around the event. We executed several elements to increase media relations including event media welcome drinks and media gift bags.
The 2020 campaign saw over 8,000 coverage hits with a PR value of $94,500,366. This included over 60 tourism coverage hits across print, TV, online, radio and social media as well as over 1 million reached via the inaugural event ambassador activities.
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