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%.
Esencia Communications undertook a multi-faceted campaign, incorporating blogger engagement, a publicity stunt in the heart of Melbourne, a large-scale media relations campaign, and the creation of a Video News Release, which was picked up by Channel 9, Channel 7, Win and Prime News.
As a result of the pr campaign, we secured coverage in excess of $600,000 across television, press, radio and online; and visitor numbers increased by 50% from the previous winter school holiday period.
In 2015, as a result of another large-scale publicity campaign, a total of 59,000 visitors passed through Sovereign Hill’s gates for Christmas in July – a 41% increase on 2014.
Since appointing Esencia Communications to handle their PR, Sovereign Hill’s press coverage has increased by 50%.