— The Client

Australian Venue Co. is one of Australia’s leading hospitality groups, with a national portfolio of over 150 bars, pubs, restaurants and dedicated event spaces, as well as almost 250 retail liquor stores.

In 2019, along with their national acquisition plans, the Australian Venue Co. had ambitions to continue delivering innovative large scale activations, off the back of successfully completing over 45 across the group in 2018 in their existing venues.

Category
  • —Lifestyle
Services
  • —Brand Activation
  • —Content Marketing
  • —Influencer Marketing
  • —Public Relations

— The Situation

For the 2019 winter, the Australian Venue Co. wanted to bring the feel of a euro-style winter wonderland atop of the Skyline Terrace at Federation Square for a four-month activation, called The Winter Village Melbourne, in what was the first time activating in a location that wasn’t an existing AVC venue, overall awareness and attendance was critical to the success of the activation.

wintervillage

— The Solution

Greenpoint Media was appointed to manage the public relations and communications of The Winter Village, from strategy to execution, over a six month period and took a phased approach, covering pre-launch, launch and ongoing campaign stages.

The primary focus of the campaign was to earn organic media coverage which aimed to generate awareness of The Winter Village activation, establishing it as its own brand through ongoing visibility, reach and engagement to ultimately drive attendance and subsequently increase overall revenue.

— What did we deliver?

STRATEGY:
Engaged with a two month lead into the activation launching, the Greenpoint Media team developed a full campaign strategy that comprised over pre-launch, launch and ongoing campaign stages, developing a multi-channel approach that worked to increase exposure across earned, owned and shared channels, as well as paid in some instances, within key targets across through the following initiatives.

PUBLIC RELATIONS:
A strategic PR campaign with a focus on building hype and anticipation in the pre-launch phase, hitting the scene with a bang at launch, and maintaining media traction and consumer visibility ongoing for the duration of the activation. This involved liaising with key media outlets and the ongoing distribution of media angles to ensure mass reach and exposure.

BRAND ACTIVATION:
Leverage the AVC’s existing group partners and their subsequent brands, saw Greenpoint Media, ideate, facilitate and coordinate multiple brand partnerships and activations over the duration of the campaign, which was subsequently supported through dedicated media releases and content generation.

CONTENT MARKETING:
In order to capture the attention generated from the PR campaign and continue engagement, Greenpoint Media were responsible for the ongoing creation of content for The Winter Village’s social media pages (Facebook & Instagram) and owned platforms in order to continue to feed information to the target market, media and beyond. This included blog, editorial and eDM.

INFLUENCER MARKETING:
Extending the reach of the campaign through the management of an influencer marketing strategy to increase awareness and drive igloo bookings and ice rink sales on social media. This included sourcing relevant influencers that aligned with The Winter Village target market, to securing said influencers and ensuring requirements of posting were met, while liaising with The Winter Village operations to ensure offer fulfilment.

— Results:

PR Black
Public Relations

34 million - Combined estimated reached

$432,298 - Editorial Value

calendar
Brand Activation

6 Major Brand partners secured

8 Major Events Coordinated

Content Marketing Black
Content Marketing

12.8k Social Media Followers gained

529k People reached

262k Engagements generated

8,357 - Facebook check-ins

winresults

— Summary

Throughout the six-month period, Greenpoint Media achieved numerous big wins for Australian Venue Co, helping to establish The Winter Village as its own standalone brand, securing coverage in multiple metro print and online news outlets, as well as ongoing coverage on Melbourne’s leading online lifestyle media, including Broadsheet, Urban List, Timeout and Concrete Playground, leading to mass awareness amongst Melbourne and surrounds and setting the activation up for future success with plans for 2020 already kicking off!

Client: Australian Venue Co.
Website: The Winter Village

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