A lot can happen in a year – the appointment by Caloundra Chamber of Commerce to engage a well-known Brisbane based PR firm to build awareness and drive audience numbers for the Caloundra Music Festival has over-delivered with $200,000 extra publicity to the region.
Caloundra Chamber of Commerce this year took the initiative to develop a fresh approach to growing brand awareness of the Caloundra Fringe Festival and Caloundra Music Festival. Through a highly impactful public relations campaign, a national audience yielded over four million views.
“The Chamber has achieved significant economic benefit for the local area through this public relations campaign across our key source markets. We have showcased the destination to millions of potential new visitors to the area over the past six months”, said Caloundra Chamber of Commerce Tourism and Events Chair, Bill Darby.
Ensuring marketing and event activity remained tightly focused on Caloundra and the Caloundra Music Festival and Fringe Festival, consulting firm C4 Marketing & Communication took the lead of a range of tactical strategies to identify newsworthy information and targeted key journalists.
“Having specialists on our side to identify newsworthy facts, who understand what triggers a story and what does and doesn’t work, has gained Caloundra $200,000 in free publicity for the local area,” said Mr Darby.
A clear focus on developing the awareness of Caloundra Music Festival, outside the local area, ensures Caloundra continues to grow its brand in attracting domestic drive-market and interstate visitors.
“Mastering the secrets of the media was key to generating publicity with the result of this campaign clearly illustrating that collaboration and a shared vision for the future is imperative for the continued growth of Caloundra,” continued Darby.