barefoot
the deal
Melbourne’s beloved Barefoot Cinema is an outdoor Cinema with a difference. Movie-gowers recline in the breath-taking surrounds of Point Nepean in Portsea, The Briars in Mount Martha and the heritage-listed and majestic gardens of Ripponlea Estate as a sensational program of films lights up under the stars.
Barefoot Cinema hosts over 44 evening screenings with the program consisting of family-friendly favourites, cult hits, musicals, comedies, and some of the best films of the year.
Barefoot Cinema required the execution of an all-round PR campaign the season to make sure we attracted both local and metropolitan visitation
the yakka
Tracado established a critical path disseminating seven specific press releases to tap into earned media.
Tracado developed a PR campaign targeting listings and features across targeted outlets including Herald Sun, Broadsheet, Urban List, Concrete Playground, Stellar Magazine, food and lifestyle publications and Nine News.
Tracado also conducted influencer outreach to help amplify brand awareness through seeding kits sent directly to influencers and via invitations disseminated via major talent management agencies.
Tracado continues to manage the PR activity for the Barefoot Cinema.
the outcome
Barefoot Cinema
2018 season
During the 2018-19 Barefoot Cinema season, 90 pieces of media were earned across key local outlets including TimeOut Melbourne, Broadsheet, The Age, Concrete Playground, Nine News and local websites that were relevant to the local audience with more than 70 million people reading about the season online.
The 2018-19 season has earned:
more than $599,000 of earned media coverage in online and print publications.
An average engagement of 3.69% from influencers who attended a Barefoot Cinema session and posted a photo to Instagram and reaching more than 2.3 million followers.
A reach of more than 490,000 of posts to Facebook or Twitter from media outlets including Time Out Melbourne, Onya Melbourne, and Urban List Melbourne.
Key achievements of the campaign include:
Multiple mentions of the event across key media outlets such as Herald Sun, Broadsheet, TimeOut Melbourne and Concrete Playground and Nine News pointing readers directly to the website and specific screening promotions throughout the season.
Engaging a variety of influencers micro and macro to share the event and Barefoot Cinema account with their followers totalling more than 2.3million collectively.
key metrics:
55
PIECES OF COVERAGE
60
M
ONLINE READERSHIP
333
K
EST. COVERAGE VIEWS
300
K
TV VIEWERS
2
K
SOCIAL SHARES
70
LINKS FROM COVERAGE
50
AVG. DOMAIN AUTHORITY
1
M
TOTAL CIRCULATION OF PRINT
2
M
COMBINED SOCIAL FOLLOWING
$
555
K
EARNED MEDIA COVERAGE
A full overview of all coverage can be found here.