WILLOUGHBY CITY COUNCIL
Chatswood Year of the Ox Festival
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PROJECT OVERVIEW
Momentum2 was engaged by Willoughby City Council for another Lunar New Year campaign, tasked with securing media coverage for the Chatswood Year of the Ox festival that ran from 5 February to 28 February 2021.
Our strategy was to increase awareness and drive visitation to the festival through a targeted media relations program. We focused on achieving high impact stories by leveraging case studies developed off the back of the key events and attractions included in the festival, to secure interviews and coverage across a wide range of platforms.
CLIENT OBJECTIVES
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Publicise and raise the profile of the Chatswood Year of the Ox Festival amongst past and potential visitors and create “buzz” for the festival prior to its beginning.
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Increase the number of visitors to the Chatswood Year of the Ox Festival events and website.
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Secure traditional and non-traditional media coverage such as TV, radio, major metropolitan newspapers, magazines and online.
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Demonstrate that Willoughby City Council is supporting its local community and businesses through the challenges of the pandemic by organising COVID-safe events, activities and celebrations.
OUTCOMES
We were pleased to achieve over 70 pieces of coverage across 50+ publications including TV, print, radio, podcasts, social media and digital stories.
Campaign highlights included;
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Secured interviews with talent across all of the major events and activities in the festival.
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Interviews appeared across four different foreign language programs (Cantonese, Mandarin and Filipino + ABC Chinese) broadening the reach of the campaign beyond English speaking audiences.
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Secured two podcast interviews, diversifying the format of coverage from previous years to reach new audiences.
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Journalists and crew from Mamamia, Signature Media, SBS and ABC attended the media launch event, as well as a number of influencers and bloggers.
