Town Hall Light Projection
Our Client:
Bridge Road Main Street
Our Project:
Richmond Town Hall Light Projection 2017 AFL Grand Final
Our Assignment:
It was "Tiger Time" for FireWorks PR in September 2017, following the rise of the Richmond Football Club and their path to Grand Final glory. After finishing 13th in 2016, the 'Tigers' surged up the ladder and booked a spot in the Grand Final on the back of a spectacular home and away season.
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 celebrate Richmond's team, the Tigers and their rise in the 2017 AFL season. We set out to encourage revellers to celebrate in the heart of Richmond; Bridge Road and draw attention to the precinct as a food, wine and shopping destination.
Remarkably, the light projection event was put together in just over 48 hours, as it was only confirmed once the AFL semi-final had been played and the Tigers secured their position in the 2017 AFL Grand Final. The event was so successful, Fireworks was invited back for a repeat during the 2018 Final Series.
Our Success:
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
