With the 2020 winter festival cancelled due to COVID-19, the team behind the much-loved Beer & BBQ Festival created ‘HomeBrewed’, a summer iteration celebrating all things local during the warmer months.
With the objective of building excitement, awareness and increasing ticket sales, CALLIE was brought onboard to generate buzz through the media in the lead up to the weekend-long event.
A traditional PR approach was taken, encompassing several waves of communication in the lead up to the festival, including the initial announcement, brewer line-up announcement, and final PR push in the weeks leading up to the event. This saw CALLIE approach an extensive list of South Australian media, including lifestyle and events contacts, drinks and hospitality trade media across print, online and broadcast.
- 41 pieces of coverage were achieved throughout the campaign, including print, broadcast and online.
- Almost five million people were reached in the lead-up to the festival.