Objectives:
- To develop a powerful PR campaign to raise awareness in the Business Events market of the new Action Station Pavilion; an $11 million suite of unique venues at the Australian National Maritime Museum in Darling Harbour, at AIME 2015 (Asia-Pacific Incentives and Meetings Expo)
Strategy:
- To develop and roll out a highly specialised communications plan in preparation for the museum’s participation in AIME
Results:
- Designed and delivered a precinct map brochure positioning the new attraction within the Museum’s established venues
- Organised, designed, prepared and delivered a presentation exclusively for media, launching Action Station Pavilion
- Designed and produced an animated video, highlighting the museum as an events precinct and officially launching Action Station Pavilion
- Designed, wrote and broadcast two EDMs promoting the museum’s participation at AIME
- Wrote, edited and proofed a media release announcing Action Station Pavilion to the Australian and Asian business events trade publications
- Developed an engaging social media campaign pre, during and post AIME, communicating the museum’s key messages
- Media Results: 44 clippings from the broadcast of one media release, valued at an estimated $254,170.96 in PR value
Share of voice: 43% online, EDM 14%, Twitter 25%, Google and Print 7%, Facebook 4%
