In 2013, Esencia Communications was appointed to handle the public relations activities for iconic tourist attraction, Sovereign Hill. In 2014, Sovereign Hill developed an innovative Winter Wonderlights Christmas in July program, using world-class technology from the team behind White Night Melbourne and Vivid Sydney.
As well as ongoing PR activity for Sovereign Hill, Esencia was charged with promoting this event, with the aim of increasing visitor numbers by 10%.
We undertook a multi-faceted campaign, incorporating influencer engagement, Christmas themed hamper deliveries to key media and celebrities, a media stunt in the middle of Federation Square, a large-scale media relations campaign, live Christmas themed tv crosses, and the creation of a Video News Release, which was picked up by Channel 9, Channel 7, and local regional news programs.
As a result of the PR campaign, we secured coverage across television, press, radio and online; and visitor numbers increased by 50% from the previous winter school holiday period.
Since appointing Esencia Communications to handle their PR, Sovereign Hill’s press coverage has increased by 50%.