The Sunday Mail Transurban Bridge to Brisbane 2021

Celebrating 25 years: Back to the Bridge
Sabio Casestudy Images B2b Header

The challenge

After a COVID-induced hiatus in 2020, encourage event registrations to the 25th annual Bridge to Brisbane through promotion of the new route, Early Bird entries, general entries, sponsors, VIP charities, pre-event stories, on the day and post-event stories across earned, owned and paid marketing and communications.

The clever idea

Utilise integrated communications to drive event awareness, interest, excitement, and attendance to the event through storytelling across a diverse range of mediums to engage with past and new audiences. Pivoting and re-strategising was key throughout the campaign, with unforeseen scheduling challenges due to the complexity and sheer size – to pull off Australia’s largest community event since the start of the pandemic.

The results

Sabio Case Study Icons B2b 4

446 positive media hits

Sabio Case Study Icons B2b 2

Reached more than 83.8 million people through editorial content

Sabio Case Study Icons B2b 5

Reached 1,231,498 people through social media activity

Sabio Case Study Icons B2b 6

16,064 new users to the website lead from organic social media 2.3 million ad impressions through paid social campaigns with a 14.77% conversation rate

Sabio Case Study Icons B2b 7

Achieved 944 registrations through paid and organic social media

Sabio Case Study Icons B2b 3

Developed and scheduled 62 content pieces across EDM and blogs throughout the campaign period

Sabio Case Study Icons B2b 1

Over $1 million raised for charities and 27,000+ registrations – Queensland’s largest community event since the start of the pandemic

The next big thing.

Lung Foundation Australia

Too often, people miss the warning signs of lung diseases, dismissing them as benign symptoms. LFA wanted to encourage the largest number of people to take the free Lung Health Survey on their website and acknowledge these...
Read More

St Hilda’s

Take St Hilda’s brand identity up a notch and roll it out across all internal and external communications.
Read More

Banjo’s Bakery Café

Hot out the oven – launching the Spag Bol Pie
Read More

Ipswich City Council

We took a comprehensive look at who Nicholas Street Precinct are, who they talk to, what they dream to do, and what they want to achieve for Ipswich residents now, and into the future.
Read More

Share This

Select your desired option below to share a direct link to this page.
Your friends or family will thank you later.