The Powerful Effects of Editorial Coverage
Festival Indonesia, a successful Indonesian culture and business event held last weekend at the Royal Exhibition Building, Carlton, was abuzz with interested visitors from across Melbourne. Connecting Images worked with the organising committee to attract media interest and editorial inclusion pre-event.
Editorial coverage is a powerful way to communicate key messages to specific audiences. However, it is vitally important to ensure that media coverage generated will be relevant to the audience. Factors to be considered in planning the campaign include:
* Is this the right type of publication/medium for the target audience?
* Will this medium reach enough viewers/readers?
With a brief to attract the interest of visitors with an interest in potential business opportunities with Indonesia, one particularly successful article generated by Connecting Images was an article about Villa & Hut in The Age ‘Metro’ section, two days prior to the event. Villa and Hut was a Gold Sponsor with a great story to tell. Many of the visitors to Festival Indonesia had read the article and responded with their feet! This is evidence of the power of a well-crafted case study appearing in an appropriate publication.
