The campaign goal was to use a mix of paid and earned media to inform Kiwis that Sydney is the same exciting, energetic and unique destination in winter as it is known to be in summer.
To inform media about the launch, Bullet PR sent personalised media kits to key targets, consisting of a media release, a backgrounder on the campaign, and information about places to visit in Sydney during winter.
Bullet PR then secured TVNZ’s Good Morning as well as Woman’s Day magazine to attend a media trip to Sydney during the campaign period.
To drive the campaign online, Bullet PR led a Facebook competition on the Destination NSW Facebook page. To enter the competition, New Zealanders were asked to submit a photo of themselves in front of a Sydney landmark to win a trip for two to visit the city during winter.
Bullet PR managed this entire process, which included: building a Facebook app to support the competition, managing the competition process, and leveraging the competition through media spend.
Overall, the campaign’s success was evident by the overwhelming number of entries for the competition, as well as the boosted number of likes on the Destination NSW Facebook page.