Our focus was to encourage Melburnians and other cinemagoers to visit the Mornington Peninsula for Victoria’s largest outdoor film festival over the 2021 Labour Day weekend.
Stamping Ground was engaged to deliver the PR and social media for the event. We developed a publicity campaign to maximise its exposure, with a focus on raising public awareness, driving ticket sales, promoting the involvement of key sponsors, and gaining followers across the Peninsula Film Festival’s social media platforms.
We pre-pitched to major metro and local publications as well as TV news and radio programs, with a variety of storylines: from the Festival program itself to social, travel and lifestyle attractions on the Mornington Peninsula. Media outlets with “What’s On” diaries were also a priority target.
The campaign delivered more than 20 stories that reached almost five million viewers and readers, including a feature piece on the 9News 6.00pm bulletin and a full-page article in Spectrum (published in The Age and The Sydney Morning Herald). The result: the Festival was a resounding success – a sell-out.
The star judging panel of Michala Banas, Shane Jacobson, Lachy Hulme, Kate Jenkinson, Sullivan Stapleton, and Festival founder and director Steve Bastoni, gave interviews to the Herald Sun, Fox FM, Nova, 3AW Nights and Weekends, ABC Radio Mornings and Weekends, KRock, Light FM and Domain Review.
Compelling interviews and content generated further coverage across the media outlet’s social channels.
Stamping Ground also devised engaging social media add-ons to complement the publicity strategy: a combination of in-feed posts and stories for both Facebook and Instagram. This generated a substantial increase in the number of Festival followers and promoted the significant contribution of the sponsors.