History Trust of South Australia

Long Live the Queen.

The Brief

Drive community awareness and garner support for the History Trust of South Australia’s fundraising campaign to restore the original bus from Priscilla, Queen of the Desert.

Considered lost until uncovered on a property in regional New South Wales, the1976 Hino Freighter bus was a shadow of her former glorious self as seen in the iconic Australian film, Priscilla, Queen of the Desert.

This unique discovery was made by the History Trust of South Australia, who now intend to restore the bus to her former glory and share with the public in an interactive display at the National Motor Museum in Birdwood.

Fuller was engaged to develop a communications strategy to help launch a fundraising campaign to support the restoration, ensuring Priscilla continues her journey as a driving force for change for a new generation.

Services Provided

Creative Campaigns, Design & Motion Graphics, Communications, PR & Social Media, Digital Marketing & SEO, Film, Photography & Audio

She’s an icon of the Australian film industry who helped to redefine our country’s values in the 90s. Now she needs our help.

Working closely with team members from across the History Trust of South Australia and National Motor Museum, Fuller developed a broad suite of creative communications options, including campaign concepts, film, digital and public relations.

As the project continued to evolve, we agreed that a public relations campaign, supported by digital advertising and creative, would be the best option to launch the campaign and achieve wide-spread awareness.

We wanted to create a public relations campaign that drove fundraising awareness while matching the sparkle and shine that we were hoping to restore.

Liaising with the film director Stephan Elliott, History Trust CEO Greg Mackie and Minister for Education Blair Boyer, we were able to develop a media release and strategy targeting key outlets in Australia and overseas.

We also worked with the History Trust to shape their launch event to create a media moment using drag performers and in-person interviews with Minister Boyer and Mr Mackie.

With the star of the show tucked away in a Brisbane mechanic and key identities from the film unavailable, it was important that we created much needed visual appeal in their absence.

Through the History Trust, we were able to secure images and video from the original film which were provided to the media. This folder also included film and photography of the bus in its current condition, highlighting her need for repair.

The PR activity was supported by a digital
advertising campaign.

RESULTS

  • 500

    Media mentions 48 hours after launch

  • 150M

    PR Audience Reach