In our time, we’ve worked with many local and international brands, but Sesame Street definitely encourages a little monster behaviour!
Esencia has represented Sesame Street’s Australian public relations activity for over seventeen years, with our PR strategy and outcomes proving so successful, they’ve been adopted as the blueprint for PR activity internationally.
One of the key aims for Sesame Street’s PR activity is to continue to keep Sesame Street relevant and fresh for today’s consumers, and Esencia achieves this through a mix of celebrity alliances, sponsorship initiatives, character media tours, and outreach initiatives.
We regularly conduct press tours with characters like Elmo and Cookie Monster. The last tour we undertook with Elmo was so successful that no only did we manage to orchestrate a meet and greet with global superstar Adele (who was in Sydney at the same time), but we secured press coverage as wide ranging as CNN, The Hollywood Reporter, The Irish Examiner, and Arab News. Not to mention his appearances on The Project, Sunrise, The Morning Show, Kids WB and every top-rating radio program in the country.
Over the seventeen years, we’ve secured Nicole Kidman, Hugh Jackman, Rove McManus, Venus Williams, and other high-profile celebrities to film special greetings for Sesame Street. We’ve also worked with Jessica Mauboy and The Veronicas to promote their segments on recent episodes of Sesame Street.
As part of Sesame Street’s outreach efforts, in 2014 we developed a Sesame Street road safety program, in conjunction with the TAC, Kidsafe, the RACV, and Holden. Bringing these partners to the table and utilising the power of the Sesame Street characters, Esencia rolled out a drive-way safety program to pre-schoolers, parents and teachers.
Currently in Australia, Sesame Street is the #1 program recalled by mothers of children aged 6 months to 11 years, when asked to name any children’s program. We would like to think that the strong visibility that Esencia Communications maintains for the brand plays a part in this positioning.