You only have one chance to make a good first impression
…let us help you make it count!
Public Relations
Cochlear - Consumer Campaign
The Client
Established in 1981, Cochlear is the global leader in cochlear implant and bone anchored hearing aid technology.
The cochlear implant is one of Australia's greatest inventions (and exports). Over 150,000 people worldwide have
had their hearing restored thanks to Cochlear's hearing solutions.
The Challenge
Cochlear Australia and NZ approached Llewellyn Communications with one key objective: to help raise consumer
awareness of their solutions in the Australian market. Although cochlear implants transform people's lives as the
only medical device designed to restore a human sense, less than seven per cent of severe to profoundly hearing
impaired Australians have one - and another 60,000 or more people could benefit. With Hearing Awareness
Week (HAW) 2008 approaching, we had to get creative!
Our Approach
Llewellyn Communications determined that August 2008 marked 30 years since the
first successful cochlear implant operation was conducted by Professor Graeme Clark. This anniversary gave us the
strong news hook for HAW and with it the recommendation to hold a '30 Years of Sound' Cochlear event. Combined with
a strong media release dispelling the myths surrounding cochlear implants, we secured a broad range of print and
broadcast exposure.
The Result
Over the three month period including Hearing Awareness Week 2008, coverage was achieved in the vast majority of
national and metropolitan newspapers and a number of suburban and regional newspapers, along with eight broadcast
news stories. The coverage highlight was a four minute piece on the anniversary at 8.20am on Channel Nine's Today
show.
Case studies profiled during this time have directly related to additional uptake of this ground-breaking invention.
Llewellyn Communications continues to work with Cochlear Australia and NZ on a retained basis.
Superwoman - Launch
The Client
Superwoman is a unique money management group designed specifically for women. Its vision is to empower women to take control of their own financial destiny - something that has been severely lacking in Australia.
The Challenge
To launch Superwoman into the Sydney market and to differentiate it from other financial planning groups. Superwoman ran a series of 'teaser' advertisements which aroused the curiosity of media and consumers alike.
The key was to capitalise on this interest and launch before the story 'broke'.
Our Approach
We developed a corporate profile and two distinctive media releases, designed for print media and for radio. Rather than just focus on the launch of Superwoman in the media releases, we focused on the alarming research which found that Australian women were not saving enough to retire and live independently - and just five per cent have a financial adviser. The radio media release was designed to be even more eye-catching, pointing out the marked differences between women and men, both financially and in their day to day lives. This was read almost verbatim on one radio news program. The campaign involved targeted distribution of the media releases, and arranging interviews with relevant journalists.
The Result
Coverage was achieved across a range of media, including the Daily Telegraph, the SunHerald, Sydney Morning Herals, ABC Radio Mid North Coast (morning program), Radio 2GB (Chris Smith Show), Asset magazine, Vive, Women's Weekly, Notebook and MixFM.
Mediherb - Launch of Research Findings
The Client
MediHerb is a leading Australian herbal medicine producer. One of its products is Echinacea. Research conducted by the University of New England found Echinacea was effective in boosting the immune system, but that only the phytochemicals found in the plant's roots could be absorbed by the body.
The Challenge
To overcome public and media scepticism about Echinacea. To boost awareness of the MediHerb brand among target consumers and gain coverage for MediHerb products in health publications and columns. To use research to enhance the company's credibility among journalists in the complementary medicine area.
Our Approach
Using the university research to enhance credibility, we ran a campaign in two phases - the first during summer, and the second leading up to winter. We drafted and distributed media releases on the research into Echinacea, in addition to a backgrounder on MediHerb. We then undertook a comprehensive follow up of media outlets.
The Result
Coverage of Echinacea across various outlets including Channel 9's Kerri-Anne Kennelly Show, The West Australian, Sunday Telegraph, Good Medicine, the Independent Monthly and Westside News (Qld), as well as Radio 2LM in Lismore.
The Fire Company - Launch of New Product
The Client
The Fire Company developed a new concept in fireplaces, the EcoSmart Fire, and launched it onto the world stage in
2004. The Australian-designed, award-winning EcoSmart Fires are stunning, environmentally-friendly designer fireplaces
fuelled by denatured ethanol. The EcoSmart Collection includes portable, freestanding fireplaces; models which can be
used for tailor-made installations; and traditional fireplace inserts. Their versatility makes them ideal for all types
of architectural environments, including apartments, houses, restaurants, bars and commercial offices.
The Challenge
To launch the product, emphasising its environmentally friendly qualities, its versatility and other unique attributes;
to educate target audiences about this amazing new style of open fireplaces.
Our Approach
The product was launched in 2004, with targeted media releases, stunning imagery, and extensive follow up of media. Each
year a winter campaign is undertaken in Australia, and an international media release developed for use in the 52 countries
where EcoSmart Fires are sold.
The Result
In the launch year, wide-spread coverage was achieved across a wide range of media, including national, metropolitan,
regional and suburban newspapers; TV; lifestyle, design, architectural and homeware magazines; trade publications; and
business publications. Today public relations primarily drives awareness of EcoSmart Fires.
David Edward Conolan and Clipper Pearls
The Client
Queensland artist David Edward Conolan incorporates into his stunning artworks Broome South Sea Pearls produced by
the pearling company, Clipper Pearls. His collection, Dragon Works, was launched in 2004.
The Challenge
To launch the collection nationally and achieve media coverage for this unique and fascinating Australian artist.
To promote Broome pearls and educate the public about their variety, size, colour and different uses.
Our Approach
Llewellyn Communications targeted media intensively across Australia and internationally. Particular emphasis was
placed on specialist media and general media in Sydney, Melbourne, Geelong and Perth, where the collection was being
shown. The use of pearls in the artworks and their high cost were major points of interest.
The Result
Spectacular coverage was achieved across Australia, including articles in The West Australian, Sunday magazine,
Melbourne magazine, Geelong Advertiser, Bellarine Echo and MX magazine. Electronic media included segments on Channel
7's Sunrise, Network 10 news, Gold FM and Mix FM. International wire service Associated Press picked up the story,
which was then reproduced in articles in UAE, India and Taiwan.
CCH - Book Launch
The Client
CCH is a publisher which, in 2003, launched a book on Self Managed Superannuation Funds, Guide to Self Managed Super
Funds.
The Challenge
To promote the book and its author, Grant Abbott, emphasizing the need for choice and control over superannuation funds,
especially for baby boomers. To find a new and interesting angle to generate media interest.
Our Approach
By interviewing the author, we established that self managed superannuation funds would gain popularity as baby boomers
neared retirement. Our media release highlighted the societal trends that have led to the growing significance of these
funds. It also outlined in detail chapters of the book that were of interest, statistics on the growing popularity of the
funds, and information about their future importance.
The Result
Significant media coverage was achieved, including interviews with Grant Abbott on Channel 9's Today Show, in The Financial
Review, The Australian and The Sydney Morning Herald, and Money Management. A 45 minute Radio 2GB interview and phone-in of
listeners resulted in website orders spiking, and the book having to be reprinted 6 months earlier than originally planned.
