Milk Bottle Projects began working with Prince Alfred Hotel, Port Melbourne in the midst of the fourth Victorian lockdown, when the state’s 1000-plus pubs were forced to close their doors again. The MBP team developed a unique PR strategy across a three-month campaign, to position the craft beer pub as an iconic community hub with an undeniable passion to protect its local community and the broader hospitality industry.
The first campaign was centred around Prince Alfred Port Melbourne’s free-booze initiative, where the team was giving away free booze to those who got vaccinated. Thanks to MBP’s efforts, the story went viral across Australia, featuring on all major news outlets, radio stations and publications. Prime Minister Scott Morrison even expressed his utmost support for the campaign, commenting “to the Prince Alfred down there in Melbourne, good on you for getting behind the national effort.”