With just 15 working days until the Week commenced,
the Red Republic was tasked to:
- Generate positive media coverage of the events, activities and entertainment that are part of the QW2013 program
- Work closely with QW media partners, which included The Courier-Mail, Network Ten, B105, Triple M, ABC Local Radio and 612 ABC Brisbane and leverage upon these relationships to maximise exposure and opportunities
- Facilitate media attendance at QW2013 events
- Provide a comprehensive post-campaign report
Further to the extensive schedule of activities for state-wide participation, QW2013 saw a new event to the campaign – The Great QW2013 Adventure Trail, which had a goal of registered 150 teams.
As a result of a well executed publicity campaign based on a localised and targeted media approach,
The Red Republic was able to surpass expectation and reach more than 10 million impressions.
The campaign secured solid coverage across Seven News, Nine News, Ten News, The Project and TODAY, The Courier Mail, Sunday Mail, mX, Bmag and Style, and key Brisbane radio channels. Although some of this coverage would have been obtained without the engagement of supporting resources, simply through the newsworthiness and relevance of the initiative, the Red Republic significantly increased the amount and scope of coverage, while allowing DPC to focus on complementary activities.
Media and public attendance at key events was above expectation. For example, because of a mix of social and traditional media engagement, DPC reached full registration capacity for The Great QW2013 Adventure Trail, a new event.