pressed. was briefed part way through the Snow Machine Queenstown 2024 campaign to generate long-lead travel and lifestyle editorial alongside short-lead what's-on coverage, and to handle talent and profile pitching, a radio partnership and on-ground media coverage from the event. Coming in late meant a very short lead time and a reduced budget allowing only 30 hours of activity. Excluding on-ground work, the campaign still exceeded its KPI of 10 pieces of coverage by 28, reaching audiences across both New Zealand and Australia.