Client

Queensland Museums Afghanistan Hidden Treasures

Service

MEDIA AND PR

Timing

Services

    MEDIA AND PR

    DESIRED OUTCOME

    Increase awareness of and visitation to the exhibition.

     


    CHALLENGE

    Afghanistan: Hidden Treasures from the National Museum, Kabul was of major significance, with Queensland Museum keen to ensure its commercial success through ticket sales both to the exhibition itself and related special events.

     


    SOLUTION

    To achieve campaign objectives, P4 Group took a planned but flexible approach to our public relations strategy with a focus on continuous, sustained pitching to a wide range of media to achieve media cut-through.

     


    RESULT
    • Achieved 59 separate pieces of coverage valued at almost $500,000 with an audience reach of more than 7 million (excluding online)
    • 12 mentions in The Courier-Mail
    • 6 mentions in Brisbane News
    • 8 radio interviews
    • TV exposure on two non-sponsor channels – with Channel Nine’s TODAY show and ABC 7.30 covering the exhibition
    • Front cover of mX