Our tourism clients need to stand out in a saturated marketplace. Yes, we do the day-to-day things really well, but we also add value through securing outside broadcasts, setting up blogs with journalists, organising media familiarisations, and much more.
Our successes in the tourism sector include:
- Overseeing media relations for Bicycle Victoria's Great Victorian Bike Ride for 21 consecutive years, with annual media coverage worth at least $500,000
- Promoting the opening of Guilfoyle’s Volcano at the Royal Botanic Gardens Melbourne
- Promoting Victoria’s rail trails as new bicycle destinations
- Developing a marketing strategy for Shepparton Show Me
Some of our particularly proud moments include:
Gold, gold, gold for Royal Botanic Gardens at Chelsea
MediaWise is proud to have worked on the Australian-based PR campaign to promote the Royal Botanic Garden’s stellar Australian Garden at the world renowned Chelsea Flower Show.
Our six-week campaign produced extensive television, print and radio coverage across Australia and overseas…and the clips kept coming well after the Flower Show ended in May 2011.
Some of our favourites included coverage on Radio National’s By Design, Better Homes and Garden, House and Garden, Gardening Australia and ABC.
The opening of The Australian Garden
The Royal Botanic Gardens Cranbourne contracted MediaWise to position the Australian Garden as a tourist destination of choice. The initial campaign centred on the opening of the Australian Garden. Its main aim was to attract strong crowds and encourage word of mouth visitation. Because the Royal Botanic Gardens Cranbourne was already an established and polished product, our role was to generate column inches and awareness that the Gardens' latest star attraction and its team deserved. Our collaborative strategy included:
- ‘Hard hat’ familiarisations for government ministers, potential and current sponsors, community groups, national, local and international media
- Long, medium and short lead media stories and interviews
- A community-style launch to involve the Cranbourne and Mornington Peninsula communities
- Media plans for the official opening.
We gained widespread coverage in The Age, The Australian, Herald Sun, Gardening Australia, Home and Garden, television and radio exposure on news and current affairs programs, as well as lifestyle programs such as Gardening Australia and Vasili’s Garden. In all, over 200 pieces of coverage were generated with a total PR value of over $300,000.
Ballarat Heritage Festival
Ballarat is best known for its golden past and Eureka. There is much more than that in the city however. The Ballarat Heritage Weekend provides visitors and residents with the opportunity to explore other aspects of the City’s heritage. MediaWise developed and conducted an aggressive strategy to secure coverage in metropolitan, weekly, regional and electronic media in the lead up to and over the Weekend. A three-month campaign focused initially on online and social media before moving to place print and electronic stories and features. Visitor numbers were a record high; 70 stories were placed with coverage estimated (by Media Monitors) at $265,000. As a result of our work with the Heritage Festival, we were invited to work on the 150th anniversary of the Goldfields Gardens and the National Trust's Heritage Week.
RACV Great Victorian Bike Ride
MediaWise has publicised the RACV Great Victorian Bike Ride for the past 21 years. Each year takes a different route. Our strength in being able to tell a story well makes the media come again and again to cover this popular travel event. Our work includes developing a media plan each year identifying different stories with the participants and towns as the focus. MediaWise has been instrumental in setting up Outside Broadcasts with the ABC for many years. Each year's yields around $500,000 worth of coverage.