Australia’s Biggest Celebration of Spring

AboutThe opportunity


contentgroup was engaged by Events ACT to provide public relations support for Floriade 2014.

Our goal was to increase interstate and local visitation by creating a greater awareness of Australia’s biggest celebration of spring.


contentgroup used a ‘hands on’ approach to reach out to the local and national community through traditional media channels.

The preparation of media materials and pitches, along with consistent media liaison, sat at the heart of our approach, with material prepared on a daily basis to assist our communication strategy.

We devised targeted pitches, always mindful of the types of content each media outlet would require to tell the Floriade story.

contentgroup also successfully engaged national television breakfast program’s Weekend Sunrise and the Today Show to attend Floriade in the opening week.

The challenge with a long running and established event such as Floriade was to continually find new stories and media angles to generate ongoing media coverage. During the lead up to Floriade and throughout its duration, contentgroup constantly sought new angles, arranging media opportunities and distributing press releases to engage print, radio and television channels.

What worked

Identifying a range of media outlets that had not previously been interested in covering Floriade was an extremely successful tactic.

We sought out stories in the lead up and during Floriade that appealed to a different range of markets, but that could be linked back to telling the overall Floriade story. Floriade is renowned for its one million blooms, but there is more to the event than it just being a flower show, and we were able to capitalise on this to create greater awareness to a different target market.

What didn’t

contentgroup sought to create a greater awareness of the event interstate by devising a Sydney activation in the lead up to Floriade. Despite our best efforts, we were unable to create an activation that could gain the attention of the Sydney market.


contentgroup’s hands on and proactive approach led to $9.7 million of media coverage being generated for the event, an increase of more than $4 million from the previous year.

Weekend Sunrise and the Today Show both filmed their live weather crosses from Floriade in the first week of the event, generating large exposure and allowing enough time for interstate audiences to plan a visit in the remaining three weeks of the festival.

The increased media exposure generated for Floriade contributed to the event breaking its overall attendance record, with 481,854 people visiting across the month long event.

Related works

Want to know how to innovate in the government communications space?