What’s it like to drive a hire Ferrari through the Hills?
The Advertiser
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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.
In both 2023 and 2024, 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.
In 2024, our deepened familiarity with the culture surrounding the event allowed us to leverage additional opportunities to generate media activity and social media traction, capitalising on messaging around the revised ‘Back to the 90’s’ Pricing, the presence of Australia’s only Tesla CyberTruck, the Dulcie’s After Dark vintage fashions activation and ambassadorship of Annabel Crabb.
Outcomes
2023
657 local and national press mentions, including 30 online news articles, 11 print articles and 553 broadcast mentions across TV and radio. Total potential campaign reach of 13.6 million, and an estimated advertising value equivalency of $489,000. 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.
2024
434 local and national press mentions. Total potential campaign reach of 120 million, and an estimated advertising value equivalency of $1,147,697. Coverage included The Advertiser, The Sunday Mail, The Courier Mail, The Herald Sun, CityMag, SALife, FiveAA, ABC Radio Adelaide, ABC News Breakfast, Ch 7 and Ch 9 weather crosses, and news reports on ABC 24, Ch 7, and nationally broadcast coverage via Ch 9 and Ch 10.
Press Mentions
