Southbank Precinct 26

Strategic Communications Strategy

Celebrating a Brissie Icon: South Bank Turns 30!

City Parklands engaged Elevate to deliver a PR and media campaign with mass reach to celebrate South Bank’s 30th anniversary. The results didn’t disappoint.

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The Results

23M

people reached through coverage

125+

pieces of media coverage secured

15K

people reached through social media

Problem

As the 30th anniversary of the opening of Brisbane’s South Bank approached, City Parklands looked to raise awareness of this significant milestone for the city and the events planned to celebrate it.

Solution

Elevate developed a media campaign that centred on South Bank’s history, its quintessential people and businesses and new attractions including the guided tours and Live at South Bank offerings at the Parklands. To achieve this, the Elevate team sourced talent, facilitated photography and filming, and managed media onsite during the event.

Result

Media recognition spanned across print, radio, television and online, including coverage on Channel 7, Channel 9, The Courier Mail, and ABC Radio and Online, reaching 23+ million people. Additionally, the news headlines of South Bank’s 30th sparked authentic conversations on radio and in the press that reinforced South Bank’s significance to Brisbane over the years.