Bay to Birdwood

  • Public Relations
  • Social Media Content Creation & Management
  • Talent Connection & Event Support
Bay to Birdwood

The iconic Bay to Birdwood is one of the world’s great historic motoring events and has been a standout fixture on the South Australian calendar since 1980. Departing West Beach and winding circuitously past the Adelaide CBD and through the Adelaide Hills to arrive at the National Motor Museum in Birdwood, this exhibition of over 1500 historic vehicles culminates in a Finish Festival celebration for the whole family, including the iconic Fashions on the Field competition.

For our first year working on this event (following our successful partnership with the History Trust of South Australia on History Festival 2023), we were engaged to manage public relations and social media for this celebrated event, responsible for ensuring content reached both traditional, local audiences, and emerging, national audiences. PR strategy centered targeted, customised pitches for different networks and publications, harnessing unique stories drawn from the pool of over 1500 registrants of unique vehicles and in connection with Dulcie’s vintage fashions, specific to the audience demographics of outlets. Social media strategy centered human stories alongside those of vehicles, with diverse content pillars spanning vehicles, historic trivia, partnered posts, Adelaide Hills tourism features, and vintage fashions, in connection with the Fashions on the Field competition. Both static and dynamic reels content was created.

Outcomes

For Bay to Birdwood, Super Studio’s 2023 campaign targeted long-lead print and online news coverage with dynamic TV and radio coverage in the lead up and on the day of the major event that attracted 90,000 spectators.

Super Studio ensured Bay to Birdwood achieved 657 total media mentions with 553 Broadcast mentions (TV and radio), 30 online news articles and 11 print articles. Coverage included Sunday Mail, Country Style, CityMag, Kiddo Mag, FiveAA, ABC Radio Adelaide, ABC News Breakfast, Ch 7 and Ch 9 weather crosses, and news reports on ABC 24, Ch 7, and Ch 9. The Potential Reach was 13.6M with an AVE of $489K.

Press Mentions

Bay to Birdwood
Bay to Birdwood
Bay to Birdwood
Bay to Birdwood