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
- Content creation for tailored PR campaign and for website / social media usage
- 6-week PR campaign (first campaign) with on-brand press release, selected media / publication outreach and nationwide and international coverage
- Total circulation of over 30 million unique views across digital and traditional features including The Australian, 9 News, The Age, 3AW, Man Of Many, Lad Bible, Concrete Playground, Thrillist and KIIS 101.1
- Live interview features across television and radio outlets including Sunrise, Studio 10, The Today Show, Channel 7 News, 3AW and Southern FM Radio.
- Increased social platform growth, as well as audience interest within the Southern area of Melbourne.
- End of campaign PR reporting with detailed insights on all coverage and impressions.
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