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Public Relations
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.
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. A portable fireplace fuelled by methylated spirits, it requires no permanent fixture, flue or gas connection. It is suitable for all types of home and can be incorporated into many different architectural styles.
The Challenge
To launch the product, emphasising its environmentally friendly qualities, its flexibility and other unique attributes.
Our Approach
The product was launched in 2004, with target media releases and follow up. The campaign was revisited the following winter and a momentum campaign is continuing.
The Result
Very widespread media coverage was achieved across a range of publications including The Sydney Morning Herald, The Canberra Times, Gold Coast Bulletin, Better Homes and Gardens, Home Beautiful, House & Garden, Belle, Vogue Living, Interiors, Houses, Urbis, SMH Domain, and Renovating Magazine. Sydney Morning Herald Domain May 2005 Belle June 2005
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.
