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Content We Love: Vivid Sydney’s glow takes over the city

If the process of writing and submitting a quality press release were as easy as memorizing the law of sines or even the quadratic formula*, just about everyone would be a press release expert. Unfortunately, the process can be complex one fraught with difficulties, especially when the release is an important one. Luckily, PR Newswire has plenty of resources available on its website for those who would like to expedite the process. For those who want one quick tip in terms of what to do in order to possibly attain amazing results, I would recommend sending out a multimedia news release(MNR)!



**VividSydney Songlines Artist Donny Woolagoodja credit Destination NSW

Why should we send one of those out when we can just send out a normal text release with a photo or two for much less? The answer to that question really depends on what your goal is when sending out a release. But in the end, if you offer quality visuals you will create deeper connections with readers and increase audience engagement in a way that drives MASSIVE results.

The single biggest difference between a multimedia news release and a normal press release is additional control over the finished product and of course more options in terms of optimizing your message. After browsing through numerous outstanding MNR’s I chose one that was particularly mesmerizing, an MNR by Destination NSW. With the headline, “Vivid Sydney’s glow takes over the city”, it’s not hard to see why this release did so well.

Let’s take a quick look at what Destination NSW did right while also taking note of how this MNR differs from the average release.

Inclusion of both a Video and Photos

MNR service includes several photos. The Vivid Sydney release included two high resolution photos showing one of the beautiful sights around Sydney during the Vivid Sydney festival. The festival, which is billed as the world’s largest festival of light, comes to life via the photos and the majestic views are further seared into the mind of the reader after watching the professional video which shows up in the embedded video player, another multimedia release perk. If that isn’t enough, clients can also upload the MNR video to Chinese video portals such as Youku and Tudou among many others. While Destination NSW, the source of this release, has ample visual resources, it should be noted that even clients with limited resources can still harness the power of pictures via PRNewswire’s partnership with Shuttlestock. Boasting a huge library of more than 80 million images, free access to Shuttlestock photos is provided for clients paying for MNR distribution.

Customizable Landing Page

Multimedia news release service includes free landing page customization. The client has full control over the presentation of the press release and can turn it into a true work of art. Note the splash of vibrant colors throughout that mix together in a way that energizes readers while hinting at the beautiful colors and designs people see at Vivid Sydney. Full control over the landing page gives clients an additional way to communicate their message via design with the audience. Examples of possible landing page designs for other MNRs include a basket of tomatoes and celery for a release by a supermarket chain, a chic design for an art exhibition and of course even something simple like a photo of ocean waves for a release about yachting.

Additional Calls-to-Action

The subheadlines in this MNR included links to additional footage and were followed by a short video showing the city of Sydney in all its splendor.

Image gallery of Vivid Sydney available here
Broadcast quality footage available 

These two calls-to-action appear before the dateline which is something is only possible in a multimedia news release. Note that the release also includes calls-to-action at the end, which together forms a dynamic approach that is sure to convince readers to take action in order to learn more. Speaking of taking action, social media is a wonderful way to help increase traffic to your webpage.

Increased Social Media Presence

Every good release has a call to action as does this release. Destination NSW, just takes it up a notch with not only plenty of calls to action but also by utilizing the enhanced social media capabilities that MNRs provide. Readers will immediately notice the Twitter and Facebook updates sections which allow readers to view social media posts without even having to go to another page! Instead of merely adding relevant social media links to their release, Destination NSW has added visuals that WILL produce interest and WILL drive traffic to their website resulting in an exponential increase in interest.

In short, MNRs truly are an innovative and personalized way to stand out from the competition and are worth considering the next time you plan to send out an important release.