PR campaigns don’t get much bigger than sticking a 270-foot dragon on top of one of the world’s most iconic buildings, which is exactly what the Empire State Realty Trust (in association with Max) did to draw attention to the hotly anticipated premiere of the second season of House of the Dragon after a two-year hiatus.
Headline/Opening Paragraph
It’s all about the impact for the headline of this release - delivering the key facts in a clear and concise manner is all that is needed to showcase a spectacle that is dripping in water-cooler factor - what we call the oddity news value.
Content/Angle
Pulling off what is arguably the biggest PR stunt of the year, and possibly the most expensive, Empire State Trust and Max tapped into the vein of public sentiment by delivering what fans of the international hit show have wanted for the past two years, dragons!
The timing of this campaign also ties in nicely to the Australian landscape, with the New York State Division of Tourism last week completing a travel trade blitz of Australian cities as it prepares for an influx of Australian visitors to the USA. (source: https://mumbrella.com.au/new-york-state-division-of-tourism-details-epic-campaign-to-drive-aussie-tourists-to-titular-state-836951)
Pro tip - Multimedia assets
The use of multimedia assets, images, videos, sound bites really elevate a press release and is standard practice in international press releases for maximum impact and visibility.
Level-up opportunity
For content with audience value beyond Australia, consider expanding your press release distribution internationally. Medianet can assist with sending your release to countries within Asia, North and South America and Europe with translations into local languages. Contact us to find out how we can help.
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