Lost Picnic

The city’s ultimate bohemian music experience, Lost Picnic returned to Sydney’s Domain and made its debut at Melbourne’s Flemington Nursery in Spring 2018. Ground-breaking one-woman powerhouse, Tash Sultana, was joined by Meg Mac, Marlon Williams, Odette, Sons of the East, Big Words and Hot Potato Band for an epic, family-friendly day of live entertainment and great food.

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Brief.

Develop a comprehensive PR campaign that generates national and local coverage in the lead-up and builds advocacy for the event brand.

Execution.

Bringing to life the event’s vibrant food, music and cultural programme, we generated an extensive and consistent drum-beat of coverage in the lead-up to the festival. We made a series of strategic line-up announcements that allowed us to generate new stories in a wide sweep of media and tapped into the event’s proudly Antipodean music line-up by securing in-depth artist interviews that amped up their involvement in the festival. We also engaged relevant tastemakers and hosted media to strength relationships in both cities. The strategic four-month campaign resulted in $744,451 worth of media coverage, more than doubling the amount of editorial secured the previous year.

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MEDIA ITEMS
POTENTIAL REACH
$K
MEDIA VALUE
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“With spectacular music, great weather and a fun family atmosphere, Lost Picnic delivered a remarkable day in its Melbourne debut. 41/2 stars”

– The AU Review

“This October, Sydney’s Lost Picnic will return to The Domain for its biggest event yet. And we’re calling it now… this is shaping up to be one of the best days of the year”

– Happy

“Catch some of Australia’s best music talent while enjoying some top-shelf snacks. Family-friendly music festival Lost Picnic is back for another year and is bringing with it an exciting line-up of fresh artists and fine food”

– Broadsheet

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