The largest women’s sporting event globally took place across Australia and New Zealand in July and August 2023.
We worked with Tourism and Events Queensland to promote the matches being played in Brisbane/Meeanjin. Our aim was to drive ticket sales and create positive destination awareness for Brisbane / Meeanjin (and QLD) to attract intrastate, interstate and international travellers.
What we did:
We identified six milestone moments in the months leading up to and during the tournament to capture the interest of earned media targets, and engaged high-profile Brisbane-based talent to showcase SEQ people and places to an audience of predominantly QLD, NSW and VIC-based followers.
Overall campaign results:
- 485 earned media hits including 145 unique pieces of coverage, across print, online, radio, TV and social media.
- Engaged eight prominent Brisbane influencers who showcased Southeast Queensland places and activities, and match attendance.
- Combined global reach of more than 1.2 billion people across global earned media coverage and influencer content that put Brisbane people, places and the matches front and centre.
- Resulting in a campaign Cost Per Reach of $0.00008.
