DFO PERTH: ANNOUNCEMENT

TO OPENING

Brief
Following the 2017 media announcement that Vicinity Centres would open Perth’s first DFO in spring 2018, Hunter was engaged to manage pre-launch and launch publicity for the project.

 

Objectives

To increase recognition of the DFO brand

 

To reinforce DFO Perth’s key message of offering the best brands at the best value

 

To create excitement and anticipation surrounding DFO Perth’s opening

 

To shape the WA public’s perception of outlet shopping at DFO Perth

 

Reach an average of 5,000,000 per month (July-October) with media and social media coverage

 

Strategy

Hunter mapped potential media opportunities including behind the scenes first looks, the opening date reveal, retailer reveals, the DFO Jobs Fair and of course the launch day itself. By managing its media relationships and pitching a number of exclusive angles across a breadth of media, Hunter was able to achieve widespread coverage.

 

Results

Monthly average reach of nearly 6.65 million

 

100% positive sentiment for media coverage

 

Coverage appeared on all mainstream WA media outlets – Channel 7, Channel 9, Channel 10, The West Australian, Sunday Times, PerthNow and WAToday, plus additional coverage via Business News, Community News, 6PR, 96fm, Nova 93.7 and Mix 94.5.