The aim of this document is to develop a public relations campaign for The Lendlease Group’s Brisbane Showground redevelopment Sustainable Urban Agriculture at the Brisbane Showgrounds. The goal of this public relations campaign is to develop an innovative media strategy that helps to promote the Sustainable Urban Agriculture at the Brisbane Showgrounds and their King Street Edible Garden. However through research it was evident that some communities do not fully embrace the sustainable vision that Lendlease do. The plan is to focus attention on the King Street Edible Garden program and build awareness of the initiative by increasing its social media presence and engaging residents and visitors through competitions and events.
As the target markets vary in age and demographics the campaign strategy will focus on the three publics, Aspiring Multicultural Families, Young Active Socialisers and Middle Class Value Seekers that Lendlease feel will benefit more from the programs. These publics are active social media users and as a result a number of the campaign tactics will use these platforms as a way
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The dining experience will promote the taste of the country in a city environment as well as generate media attention.
I am currently studying for a Masters of Business majoring in Public Relations at Queensland University of Technology. In 2015 I completed a Bachelor of Journalism majoring in Public Relations and Sport Management. During this time I have worked for Tamblyn Models in a public relations position. My responsibilities there were to manage all social media platforms, write press releases, communicate with various stakeholders and help develop their model search competition