WEST END
Public Relations Campaign & Media Call
LAUNCH OF WEST END RETAIL PRECINCT, ENCOMPASSING BOTH TRADITIONAL PUBLIC RELATIONS & MEDIA STRATEGY
Neue Media worked with Studio Perspective on behalf of Trenerry Property to ‘launch’ a new retail precinct in West Melbourne, West End and support an Expression of Interest (EOI) campaign to attract retailers. Central to the activity was the launch of a grant program, which Neue Media leveraged to generate both mainstream media and trade interest.
Neue Media worked with the City of Melbourne to secure Lord Mayor, Sally Capp, as an advocate for the precinct through participation in an official media launch.
To further engage with key targets in the retail, hospitality and creative sectors, Neue Media negotiated a package with Broadsheet that encompassed sponsored content, banner advertising, eDMs and social media.
RESULTS
Integrated launch campaign to support EOI campaign to attract retailers to Trenerry Property’s West End Retail Precinct in West Melbourne
The media launch was attended by the full contingent of Melbourne metro media and coverage achieved a reach exceeding 13 million
Targeted media package with Broadsheet exceeded KPIs by 134% and reached a cumulative audience exceeding 385,000 across web, eDM and social media
EOIs nearly tripled in the two weeks following the campaign’s launch
PR
Creation and pitching of media releases ahead of launch, managing media relationships.
Events
Planning and execution of media call including the involvement of Lord Mayor Sally Capp to assist in launching the grant.
Media Planning & Buying
Execution of sponsored content with relevant publications to increase awareness and drive leads.
