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Lighting up the Town Hall


On the back of a very successful Food and Wine event in May 2017, Bridge Road Marketing (representing the Bridge Road retail traders) asked FireWorks PR to handle the event management and publicity for a ‘Tigers’ (Richmond Football Club) inspired light projection on the façade of the Richmond Town Hall. The Richmond Town Hall was decked out in huge images of star Richmond footballers in addition to the light projection which included spectacular moving imagery of yellow and black.

The objective of the light projection was to:
  • to celebrate the Tigers incredible climb from 13th position in the 2016 AFL season to spectacular success in 2017 culminating in a spot in the 2017 AFL Grand Final
  • to encourage revellers to celebrate in Bridge Road
  • to draw attention to Bridge Road as a food, wine and shopping destination

The light projection event was only confirmed once the AFL semi-final had been played and the Tigers secured their position in the 2017 AFL Grand Final.

Bridge Road Marketing were looking for a celebrity to ‘flick the switch’ to officially turn on the light projection and had specifically requested Mick Molloy. Expectations were managed on how much publicity could be achieved in 48 hours, as FireWorks PR was briefed on Monday 25 September with the official ‘flick of the switch’ to happen at 5.50pm on Wednesday 27 September.

Not only was the incredibly busy Mick Molloy secured for the gig but footy-mad Melburnians went crazy for the story and FireWorks PR gained extraordinary publicity results for Bridge Road Marketing:
  • Channel 7 6pm News – 2 x live crosses with Laurel Irving
  • Channel 9 6pm News – 2 x live cross with Laura Spurway including bulletin closer
  • Channel 7 The Game Day – mention with host Hamish McLachlan
  • Channel 7 The Front Bar – mention with hosts Mick Molloy, Andrew Maher and Sam Pang
  • Channel 9 The AFL Grand Final Footy Show – mention in interview with Tigers’ coach Damien Hardwick
  • The Age – Front page/cover story
  • The Herald Sun – double page spread (pages 8&9)
  • 3AW News – Bridge Road Marketing interview with Donna Demaio x 3 airings
  • Attendance of the Richmond Football Club Cheer Squad to create a crowd and buzz around Bridge Road for the ‘flick of the switch’
  • Untold social media buzz created