Background

Melbourne joined the likes of Paris, Toronto and other international destinations to host the inaugural White Night Melbourne in 2013.

Based on the international sensation Nuit Blanche, the annual all-night festival transformed central Melbourne on 23 February as the city played host to a dynamic mix of contemporary art, film, performance, fashion, music, food and installations for 12 hours from 7am to 7pm.

Following a competitive pitch, icon.pr was appointed to lead the PR and event publicity for this important and high-profile public event.

Challenge

A key project and election promise of Victorian Premier Ted Baillieu, the White Night Festival was closely scrutinised by the public, arts community and the media. As a major public event with numerous stakeholders, the project required skillful and strategic media relations and planning.

Major event PR and communications for White Night Melbourne

Solution

In the lead up to the event, icon.pr’s team led a campaign to generate widespread PR support across print, online, television and radio, and drive social media and online traffic. icon.pr worked closely with the festival’s numerous performers, participants and stakeholders, including the Premier’s Office and the Victorian Major Events Committee (VMEC) to plan and execute this exciting project and cement its place in Melbourne’s cultural calendar.

Outcome

The first White Night Melbourne was hailed an unprecedented success and wildly exceeded expectations. With over 300,000 visitors, it was one of the biggest public events the city had ever seen. In total, White Night Melbourne achieved more than $1 million in editorial coverage with blanket exposure in metro Melbourne and reaching a national audience.

Services

  • Communications strategy
  • Issues and brand management
  • Publicity 
  • Public relations 
  • Media kit 
  • Social media strategy and management
  • Media monitoring