Phillip Island Nature Parks appoints HeadlinePR to its public relations account

HeadlinePR has been appointed to the public relations account for Phillip Island Nature Parks, following a competitive tender process.

The agency worked for Nature Parks earlier in the year on a project basis, taking on crucial work for the organisation as the tourism industry was effectively shut down by the COVID-19 Pandemic.

Phillip Island Nature Parks is famous for its evening penguin march

HeadlinePR was responsible for the launch of Live Penguin TV, earlier in the year, which made witnessing the park’s famous penguin march possible for all with a live stream. On its first night the stream attracted 771,000 viewers, and later amassed more than 25 million viewers from 93 countries.

Marketing manager, Jeff Sharp, said HeadlinePR ticked all the right boxes during the pitch.

“HeadlinePR generated proactive media stories across all platforms during a time when our doors were closed. They led two of our most successful campaigns, the Andrew Cotter Penguin Parade narration, and Live Penguin TV,” he said.

“Our tender process was highly competitive with presentations from some excellent agencies. HeadlinePR ticked all the boxes, and they’re an excellent extension to our team, especially as we welcome back visitors now and into 2021.”

The tender process received a number of submissions from other agencies, but Headline PR was the successful agency.

Sharp added that the success of Live Penguin TV proved the effectiveness of the agency’s work.

“While we knew the world loved our little penguins, the incredible success of Penguin Live TV exceeded our wildest expectations,” he said.

“It came at just the right time for Australia and the world, and gave people a smile when they needed it most. Live Penguin TV captured the hearts of a new generation of fans – people we’re now able to welcome in person to the Penguin Parade each night.”

HeadlinePR director, Simon Pristel, said: “We’re passionate about the work Nature Parks does, not
just in tourism but also conservation.

“Phillip Island Nature Parks was able to discover new ways to engage with audiences not only in Victoria, but globally – at a time when many were looking for connection and a reason to smile.’’

The contract runs for two years.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.