Hallmark Group

Sabio Coverage Website Assets Hallmark Group Feature Image

The background

The Spotted Cow’s beloved life-sized mascot, Betsy, was stolen from the Toowoomba pub late one evening. Tracked by CCTV footage, Hallmark Group were determined for the venue’s icon to be returned.

The clever idea

Capitalise on the theft of Betsy and activate the local community to find the mascot by creating a campaign leveraging quirky CCTV vision of an intoxicated couple stealing the heffa. Launch a nation-wide search party with a $1,000 reward for Betsy’s return through strong media relations spanning local, metro and national publication and across social media using #BringBackBetsy. 

The results

The campaign was recognised as a finalist in 2021 PRIA Golden Target Awards for Media Relations Campaign of the Year

Secured 47 media hits across a 72-hour period with placements across Today Show, Today Extra, Sunrise, Studio 10, ABC, The Courier Mail and local Toowoomba print and TV

Reached more than 3.27 million people through earned media coverage

Garnered 100% key message inclusion

Gained traction on social media with viral #BringBackBetsy social tag

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