One giant day of garage sales across Australia, the national Garage Sale Trail has grown to become the country’s biggest reuse and community event. Garage Sale Trail makes sustainability fun and social by bringing everyone together for a day to de-clutter, discover a treasure, make or donate some extra cash and form new neighbourly connections. Once again we were engaged to drive media and community awareness across Western Australia for the annual campaign each year.
We have worked with Garage Sale Trail since 2013, with each year bringing a new set of challenges. In the first year, Detail needed to introduce the campaign to a WA market, and get the public excited and educated on its aims. Now each year we build on this strong foundation, to keep the momentum for the campaign going. This means tailoring long lead and short lead media angles to specific media, as well as finding new, authentic ambassadors early to work with throughout the campaign to champion the cause.
With Garage Sale Trail running across three months, keeping a steady momentum of coverage throughout the entirety of the campaign is key. We begin working with the media early to drive registrations and let WA know the trail is back for the year. As the campaign has the support of many local councils, we leverage their individual activities into media outcomes. Ambassadors are also engaged for support and worked with for media opportunities that champion their involvement with cause. Media partnerships are formed to ensure consistent and substantial coverage.
In 2015 we were appointed a national role providing guidance to other PR agencies who work on the program across Australia.
Detail has played a key role in helping Garage Sale Trail become a recognised and highly anticipated event, with a broad range of media outcomes being achieved each year across TV, print, radio and social media.
We continue to work with the Garage Sale Trail.