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Challenge
Mulberry worked with VisitBritain on a campaign to promote Great Britain as a travel destination and encourage Australians to travel beyond London. As part of the campaign, Mulberry staged promotional events in Sydney and Melbourne themed: “A Taste of Britain”.
Solution
Mulberry also generated and pitched a research-based news release and a series of feature articles which achieved high profile media coverage in publications throughout Australia.
Results
The campaign gained a total of 39 pieces of coverage, which led to a total PR equivalent value of $533,755 and reached 14 million people.