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Posted on 09/12/2020 by Phillip Island Nature Parks


Phillip Island Nature Parks, home of Australia’s famous Penguin Parade, has awarded its PR account to HeadlinePR after a competitive tender process.

HeadlinePR will manage Nature Parks’ external PR for the next two years.

The Melbourne-based agency led by former 7 News Director Simon Pristel and media veteran Lisa Gilbert stepped in to work with Nature Parks’ this year just as international tourism ground to a halt, and the impacts of coronavirus (COVID-19) saw its attractions close to the public.

“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,” said Nature Parks’ Marketing Manager Jeff Sharp.

“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.”

Phillip Island Nature Parks and HeadlinePR launched the hugely successful ‘Live Penguin TV’ earlier this year when travel in Australia was restricted.

The live stream of its nightly Penguin Parade, which is normally viewed by thousands of real life tourists, attracted 771,000 viewers on its first night and went on to amass more than 25 million viewers in 93 countries.

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

“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.’’