PRINCE ALFRED PORT MELBOURNE

social media campaign port melbourne

PRINCE ALFRED PORT MELBOURNE

Background

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.”

Result

MR JOE

MR JOE

Background

Milk Bottle Projects began working with Mr Joe just before COVID-19 enforced restrictions hospitality sector had the original PR strategy reinvigorated for the three-month campaign. We worked closely with the team to determine the exposure for the venue’s new menu offering in Richmond and neighbouring suburbs. Across the months, Mr Joe’s first campaign focused on a new dining concept. In contrast, the second and final pitch aimed to support a local winery-based event and a bottomless dining experience.

Overall, Milk Bottle Projects saw an increase in Mr Joe’s digital footprint, high-rating SEO results, a considerable boost to their social media presence and an array of trustworthy media placements, including Herald Sun, Delicious and Urban List.

Result

"Thank you so much for this whole PR retainer. Everyone involved has helped us a million on this project."
— Yang, Co-owner

RUMBLE COFFEE ROASTERS

PR Melbourne

RUMBLE COFFEE ROASTERS

Background

Rumble Coffee Roasters reached out to Milk Bottle Projects following the opening of their new espresso bar, after spending years developing their roastery ethos of sustainable, transparent and delicious beans. We worked closely with them to develop an online social media presence with a targeted PR campaign across Melbourne, pushing the roastery as a must-visit, one-of-a-kind venue for all coffee lovers.

Result

"The campaign has been great, everything ran smoothly and we've had great feedback. The Urban List mention, in particular, is a great driver of traffic to our site."
— Joe, RUMBLE