Ord Valley Muster: 11 years of coverage from the heart of the East Kimberley
MAJOR EVENTS · TOURISM · EARNED MEDIA · DESTINATION MARKETING
TL;DR
A remote town with no resident newspaper or television reporters, yet a major event that lands hundreds of pieces of coverage every year, entirely through PR.
The Brief
The Boab Metals Ord Valley Muster is a 10-day Kimberley festival in Kununurra, culminating in the Kimberley Moon Experience. Pronto PR has led media and publicity since 2015. The Muster is one of Pronto’s longest-standing client relationships. In 2026, Pronto PR managed the milestone 25th-anniversary campaign.
The Challenge
Kununurra has had no resident newspaper reporter for over three years, and regional TV no longer staffs a local stringer. In practice, coverage across the Seven West Media network exists only because PR creates it. Every story, every interview, every piece of vision has to be generated, shot and supplied.
The Approach
Act as a full media operation on the ground, not just a publicist, but a journalist, photographer and videographer in one.
- Secured a written Q&A with headliner Tina Arena when no artist interviews were offered. It was used repeatedly by media for quotes.
- Filmed and edited video news releases on the ground (including on iPhone, to deadline) so regional TV could run stories that otherwise wouldn’t exist.
- Ran radio interviews in the lead-up and on-camera interviews with the festival chair, the Tourism Minister, sponsors and talent.
- Syndicated stories across the WA News network and tied the event into adjacent wins Kununurra’s 7NEWS Top Tourism Town award days later.
- Organised tourism experiences for the visiting headline artists and comedians so they could share content on their wide-reaching social media platforms, promoting the East Kimberley as a desirable destination.
Media Coverage Generated
In 2026, 318 pieces of coverage in total, with stories syndicated across the WA News network and Pronto-supplied vision producing five TV news stories that wouldn’t otherwise have aired. Three front page stories in Kununurra’s only newspaper, The Kimberley Echo and front page in the Broome Advertiser.
The Headline Numbers
318 total pieces of coverage
866.5k online coverage views
1.2M print coverage circulation
382k TV viewership (clips captured)
5 TV news stories built from Pronto’s footage
The story was syndicated across high-traffic media networks. Combined, the outlets that ran it draw a potential monthly audience of 259.4 million and 96.3 million unique monthly visitors (source: SimilarWeb). Of that potential audience, the articles themselves drew 866.5k coverage views.
Community Impact
Beyond coverage, Pronto worked with Aviair HeliSpirit, Triple J Tours and Tourism WA to host the festival’s artists on Kimberley tourism experiences — scenic Bungle Bungle flights and a bespoke Ord River cruise. It’s goodwill that doesn’t show up in a metric: artists talk to artists, and a memorable Kununurra welcome helps lure the next headliner north.
What they said...
“Thank you for the cruise on the Ord. It was really special and grounded me. I needed that.”