The Opportunity
City of Adelaide subsidiary, the Adelaide Economic Development Agency (AEDA), was set up in January 2020 to partner with businesses, government and stakeholders to stimulate economic growth and promote the city as a must-visit destination.
Adelaide’s Long Lunch was AEDA’s inaugural business and consumer campaign that launched in February 2021.
AEDA needed to secure a minimum 5,000 website registrations to ensure it could give away 5,000 x $30 vouchers via a ballot system.
The vouchers were to be spent on lunch or an experience in the CBD or North Adelaide to support hospitality and tourism operators who had been hard-hit by COVID-19 lockdowns and operating restrictions.
Our Approach
We devised a strategic publicity and influencer marketing approach that would drive registrations via the Adelaide’s Long Lunch website and ensure that all 5,000 vouchers were claimed.
This included:
- Pitching an exclusive story to The Advertiser featuring high-profile and participating restaurant Part Time Lover as a case study
- Staging an ‘all-in’ media call for TV news on the day the campaign launched
- Working with Hayley and Lauren from Adelady to produce video content that was amplified across the media brand’s social media channels
- Selecting and engaging local social media influencers to promote the campaign with creative content, including Andrew ‘Cosi’ Costello from South Aussie with Cosi and Rebecca Morse
The Outcome
A total of 45 stories with a total PR value exceeding $1.3 million was generated, including:
- A page four story in The Advertiser on the day registrations opened, resulting in online syndication nationally
- Nine News Adelaide and Ten News First aired stories about Adelaide’s Long Lunch on their primetime news bulletins and shared details of the campaign on their social media
- Close to 30 social media influencer posts reached hundreds of thousands of South Australians during the registration period
- Within 20 minutes of registrations opening, more than 1,000 people had registered for the ballot
More than 22,500 registrations were received within 24 hours of registrations opening. Influencers’ posts drove further spikes with a total 48,130 registrations received over 10 days.
