EMPORIUM x FORTRESS

EMPORIUM MELBOURNE X FORTRESS OPENING

PR CAMPAIGN

OBJECTIVES:

  • Build a sense of hype and anticipation amongst gamers in the lead up to the opening.

  • Create awareness amongst general consumers and shoppers.

  • Drive consumer engagement and visitation to Fortress Melbourne.


OUTCOMES:

  • 82 pieces of coverage promoting the opening of Fortress Melbourne at Emporium Melbourne, including Channel 9 News, TimeOut Melbourne,
    Fashion Journal and Impulse Gamer. The coverage reached a potential audience of more than 29 million.

  • The Advertising Value for the coverage achieved was almost $500,000 with a corresponding PR Value of $1.9 million.

  • More than 70 VIP guests in attendance on the opening day, which exceeded our KPIs

  • Successfully implemented paid social media advertising campaigns to achieve Emporium Melbourne’s reach and engagement objectives. The ad campaigns reached over 156,000 potential consumers, with over 250 event responses at a low cost per response rate

  • Built a strong new audience of gamers across Emporium Melbourne’s social media channels, that actively engages with the page. The organic social media posts for Fortress Melbourne reached almost 190,000 with more than 3,500 engagements.