A six-month campaign developed and implemented by Cannings to help ensure the long-term future of Sydney’s iconic harbourside amusement destination, Luna Park, has received a Golden Target Award.

Widely recognised as Australia’s most prestigious awards, the Golden Targets were presented by the Public Relations Institute of Australia (PRIA) earlier this week.

The winning campaign followed an adverse decision by NSW Land & Environment Court in late 2017, which essentially placed the long-term future of one of Sydney’s most loved attractions in doubt.

Working closely with Luna Park management and our sister Government Relations firm Barton Deakin, Cannings devised a campaign designed to alert the public to the consequences of the Court ruling, and in the process, persuade the NSW State Government to intervene – and save Luna Park.

The campaign involved both traditional and social media, including:

Commissioning independent polling to highlight the high level of support for the park, not just among its neighbours but across Sydney;
Broadening the base of support for Luna Park by using respected and high-profile organisations, such as the Sydney Chamber of Commerce and tourism bodies, to explain the Park’s significant economic and social contribution.
Launching a petition, which was supported by more than 15,000 visitors to the park. The petition was debated in the NSW Parliament, receiving support from both the Government and the Opposition.
We also built momentum for the #SaveLunaPark campaign by leveraging public and social media support from high profile celebrities, such as PINK! and Katy Perry.

The campaign received widespread and overwhelmingly positive coverage in mainstream media, including The Sydney Morning Herald, The Mosman Daily, Seven News, and Radio 2GB.

The result: Luna Park Sydney went from facing a deeply uncertain future to a position where changes were made by the relevant Minister, with widespread parliamentary support, that allow the park to operate now and into the future.