THE FERNERY ROOFTOP
MELTED CHEESE FESTIVAL
PR campaign, Photography
Papaya created a PR campaign for The Fernery’s Melted Cheese Festival that saw over 45 pieces of coverage. These included Broadsheet, Concrete Playground, Time Out, Eat Drink Play and delicious.
Through a brainstorm with the client, the month-long event was established and consisted of a limited edition menu of the silkiest, stretchiest cheese dishes. These dishes ranged from Four Cheese Mac n Cheese to Cheesecake with seasonal fruits and berries for dessert. Guests were also able to enjoy flowing Lanson Champagne, Quatier Pinot Noir or Paxton Pinot Gris. The Festival ran every day for the month of February on the leafy rooftop.
The purpose of this campaign was to create a unique angle that would grab attention of online trend-driven and local publications that are read by the venue’s target market. Papaya’s approach was to engage with Sydney metropolitan, local and online publications where the team had fantastic PR contacts.
Over 45 pieces of high impact coverage in publications including: Broadsheet, Time Out, Concrete Playground, Eat Drink Play, delicious, Urban List, Mosman Daily, Mosman Living and Willoughby Living.
How we got there
Papaya embarked on a strategic media and PR campaign that saw a thorough media pitching program leveraging cleverly crafted angles. The main hook being the ‘Melted Cheese Festival’ but also including tailored content according to the different publications.
From a PR perspective, it was paramount for Papaya to create beautiful and engaging content to support this campaign. Prior to the festival, our in-house photographer captured oozy, gooey cheesy goods and beverages. Our in-house photographer also captured bright and beautiful venue shots of the sunny rooftop and engaging shots of the food.
These images were also used on The Fernery’s social media pages and website to promote the festival. These highly captivating images played a crucial role in grabbing the attention from journalists and securing coverage in these top-tier publications.