Bringing a music utopia to life in the heart of the city
The city’s ultimate bohemian music experience, Lost Picnic returned to Sydney’s Domain in 2018 and also made its debut at Melbourne’s Flemington Nursery in the same year. Ground-breaking one-woman powerhouse, Tash Sultana, was joined by Meg Mac, Marlon Williams, Odette, Sons of the East, Big Words and Hot Potato Band for an epic, family-friendly day of live entertainment and great food.
Brief.
Finely Tuned, the event owners and producers, approached Example to develop a comprehensive public relations campaign that would generate national and local coverage in the lead-up to the festival, and build advocacy for the event brand overall.
Solution.
Bringing to-life the festival’s vibrant food, music and cultural programme, Example generated an extensive and consistent drum-beat of coverage in the lead-up to, and following Lost Picnic 2018.
A series of strategic line-up announcements were made, tapping into a broad cross-section of media titles, while in-depth artist interviews gave credibility to the event brand and helped to drum-up excitement from readers. In the end, Example generated double the amount of media value for Lost Picnic 2018 vs the year prior.
