Overview

Announcing a brand new line-up to celebrate Twilight’s 20th anniversary

From the world class vantage point of a harbour-side amphitheatre, the Twilight at Taronga concert series returned in 2014/15 for its 20th anniversary edition, boasting the most modern and eclectic program yet.
The new and exciting line-up helped to position Twilight at Taronga as one of Sydney’s key calendar events.

Services: PR and influencer marketing

Results: 521 pieces of coverage

84 million impressions

Highlights in the media
Sydney Morning Herald
Daily Telegraph
themusic.com.au

THE BRIEF

Launching the series to appeal to new audiences

Magnum was briefed to launch the series, announcing the brand new line-up to re-position the Twilight at Taronga concert series to appeal to new markets while not alienating the existing audience.

Magnum was tasked with achieving widespread coverage across mainstream and music/entertainment media to improve brand perception and ultimately drive ticket sales.

THE SOLUTION

A full-scale media relations campaign generating mass awareness

Magnum developed a full-scale media relations campaign which included announcements at key phases, tailored story pitching, interviews and photo opportunities with artists, social media integration, what’s on listings, photo galleries and promotions and giveaways.

An exclusive content shoot allowed us to capture great images which were received well by media and resulted in strong coverage. Hosting reviewers and photographers on-site at each of the concerts generated positive reviews and social posts.

Results

521 pieces of coverage across news, lifestyle, music, entertainment and travel media

84 million impressions