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Escape the Gaol

Wrights was tasked with helping the National Trust of Australia (Victoria) increase visitation to the Old Melbourne Gaol during the busy December/January school holiday period. Targeted towards children and their families, ‘Escape the Gaol’ was introduced exclusively for the holiday period, providing a new and interesting experience to capture the attention of media and drive domestic attendance.

The campaign successfully saw Wrights secure media coverage with a number of key news, tourism, parenting and lifestyle media.

As a result of Wrights’ PR activity, the National Trust noted a significant increase in visitation to the Gaol for the duration of the original campaign and the experience has now become a permanent fixture on the Melbourne tourist trail.