Taking Canberra’s spring festival to the world
Floriade is Canberra’s biggest tourism event, a month-long celebration of spring that features music, dance, food and wine, comedy, films and much more, all set amongst the stunning backdrop of more than one million flowers in bloom.
Morris Walker has managed Floriade’s media publicity for 13 years, and during that time we used everything from skywriting to celebrities to generate tens of millions of dollars worth of free publicity for this premier spring festival.
Morris Walker pioneered the use of a special Floriade ambassador to lend the event some celebrity sparkle and increase opportunities for media publicity. From 2005, we sourced some of Australia’s best-loved celebrities to fill this special role, including Antonia Kidman, Kristy Hinze and Rachael Finch. At the same time, we developed innovative, creative events and stunts to ensure the media always had something new and different to report on. For example, in 2010 we made the skies over Sydney our canvas for a special message calling on spectators to Imagine Floriade.
Morris Walker’s integrated, strategic approach to media publicity helped Floriade blossom over the 13 years, and planted the seeds for further growth in the decades ahead.