For the second year in a row, South Australia's iconic National Pharmacies Christmas Pageant was hosted at the Adelaide Oval, due to ongoing COVID-19. SOCIETY needed to reposition the event as a safe and unique public parade, while managing communications about ballot limitations.
SOCIETY delivered a long form media relations campaign through staged media moments leading up to the event, as well as dense in-event activities. These included consumer competitions, mini float and royal family media moments, weather crosses, partnership with The Morning Show and gifting with local influencers.
The total reach of 83M shows an increased quality in the coverage, due to the level of national media opportunities secured which increased pageant reach and awareness with Australians across the country.
Total pieces of organic + earned coverage
increase positive sentiment
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