The Sunday Mail Transurban Bridge to Brisbane 2021

Celebrating 25 years: Back to the Bridge
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The challenge

After a COVID-induced hiatus in 2020, encourage event registrations to the 25th annual Bridge to Brisbane through promotion of the new route, Early Bird entries, general entries, sponsors, VIP charities, pre-event stories, on the day and post-event stories across earned, owned and paid marketing and communications.

The clever idea

Utilise integrated communications to drive event awareness, interest, excitement, and attendance to the event through storytelling across a diverse range of mediums to engage with past and new audiences. Pivoting and re-strategising was key throughout the campaign, with unforeseen scheduling challenges due to the complexity and sheer size – to pull off Australia’s largest community event since the start of the pandemic.

The results

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446 positive media hits

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Reached more than 83.8 million people through editorial content

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Reached 1,231,498 people through social media activity

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16,064 new users to the website lead from organic social media 2.3 million ad impressions through paid social campaigns with a 14.77% conversation rate

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Achieved 944 registrations through paid and organic social media

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Developed and scheduled 62 content pieces across EDM and blogs throughout the campaign period

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Over $1 million raised for charities and 27,000+ registrations – Queensland’s largest community event since the start of the pandemic

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