Objective
The Rocks was once known as an overpriced tourist destination with bad food and souvenir shops. We needed to shift perceptions among media and Sydneysiders themselves.
Insight
You can’t buy perception change in a year. You can earn it across eight, with calendar-led press, famils, influencer engagement and creative events.
Idea
A strategic press office for NSW Government built around calendar activity, media famils, influencer engagement, content and creative events, run continuously since 2017.
How it earned attention.
Sydneysider foot traffic
+35%
Consideration with younger target demo
+29%
Positive brand messaging in editorial media
+80%
