European Night Markets

pr strategy | influencer event and partnerships | media relations

pr strategy

influencer event and partnerships

media relations

Papermill was briefed to deliver a PR campaign to re-launch the much-loved European Night Market.

Over the 4-week campaign in 2023, Papermill achieved 34 pieces of media coverage across Melbourne media, reaching more than 23 million people with 100 percent positive sentiment.

Papermill also engaged with Melbourne influencers across the parenting and lifestyle demographics, generating a reach of over 500,000.

The return of the European Night Market was a resounding success, with crowd numbers exceeding previous years and a new attendance record set.

What we did

• Strategic media planning and execution

• Proactive and reactive media relations

• Event and influencer management

What we achieved

• Secured media coverage across online, print, radio and TV broadcast for the launch and duration of the European Night Market whilst the iconic Queen Victoria Night Market was still taking place

• 34 media and 82 social media hits with 100% positive sentiment

• 23.6 million reached via media and social media hits

• Record-breaking crowds attending

• Management of a highly successful VIP launch event