The Opportunity
One of the country’s most visited cultural institutions, the South Australian Museum holds collections of national and international significance.
The Museum has regularly engaged communikate et al to act as an extension of its communications team to deliver wide-ranging PR support to promote its exhibitions and maximise their success.
With major exhibitions ‘Six Extinctions’ and ‘RELICS: A New World Rises’ making their world premieres at the Museum, we developed and ran launch campaigns that helped raise awareness, encouraged ticket sales and drove foot traffic.
Our Approach
For both exhibitions, we devised comprehensive launch campaigns that would reach the Museum’s target audience via the mainstream media and the newsfeeds of their favourite social media platforms.
This included:
- Publicity – proactive and targeted media outreach coinciding with the launch day of both exhibitions, to secure unpaid editorial coverage.
- Paid partnerships – using parenting/family publishers and high-profile social media pages to help spread the word online.
- Influencer engagement – support from social media identities to secure their endorsement for the exhibitions and encourage followers to attend.
The Outcome
Across the two exhibitions, results included:
- More than 50 media stories
- $100k+ of PR value
- Coverage across print, radio, online and TV including The Advertiser, ABC Radio Adelaide, FIVEaa, Nova 91.9, SAFM, Nine News Adelaide, Seven News Adelaide, SA Life, InDaily, Glam Adelaide, and more!
- 30+ posts from social media influencers
Due to overwhelming demand for ‘RELICS: A New World Rises’ tickets, the Museum introduced timed session ticketing to help manage the number of people visiting at any one time.
