Hallmark Group
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