Give a man a marketing campaign and you feed him for the length of a project. Teach a man to market and you feed his organisation for a lifetime.

We love seeing our clients embrace the campaigns we've developed long after we've moved onto their next challenge together. That's why we believe the 'how to' document developed with clients at the end of a campaign is more important than the proposal at the beginning, the accolades on our wall or the length of our client list.

Featured Project

Helping a tourism client lose their media relations virginity

Posted: Mon, Mar 17, 2014
Filed under:
Public Relations Marketing

Established in 2004, North Coast Holiday Parks (NCHP) is the trading name for NSW Crown Holiday Parks Trust with 24 NSW Holiday Parks under management over 600 km of coastline; from Hawks Nest to Brunswick Heads.

Carrying out marketing, capital works, environment and administrative functions, in the ten-year history of the organisation NCHP had never launched any media relations or media familiarisation campaigns.

In May 2013, the newly appointed Marketing Manager for the group, Jenny Sewell, sought to expand the communications portfolio to dominate the share of voice in a crowded tourism segment.

Jenny sought Annie’s advice on how to make an expansive media impact with a modest budget and in doing so, make a case to the Board of the Trust that the strategies applied in the trial be adopted in a Strategic Plan. 

They agreed that Annie would:

  • Prepare a list of national travel and tourism journalists, freelancers and editors to target with the NCHP message;
  • Draft a series of media releases to highlight the various facilities of the Parks to specific segments of this media list, from disability cabins to local employment boosts and Award wins;
  • Develop a library of media images and media talent;
  • Develop media backgrounders to outline the complexity of the Trust arrangement to media;
  • Commence a grassroots campaign at local levels – targeting key stakeholders in communication as well as mainstream media;
  • Develop a trial media famils program for key travel journalists to Jimmy’s Beach and source cooperative tourism suppliers in the itinerary. 

The strategy was overwhelmingly successful in delivering good, positive media coverage.

For one Park (NCHP Jimmy’s Beach) for a consulting spend of only $1,092, Annie Blair of Big Vision delivered $110,400 in editorial equivalent column centimetres
- and more coverage is expected to appear. Some coverage we obtained:

  • The Australian
  • The Sun-Herald
  • The Sydney Morning Herald
  • Brisbane News
  • Focus magazine
  • The Coffs Coast Advocate
  • Mid-Coast Observer
  • The Bellingen-Courier Sun
  • Glam Australia (online)
  • Ninemsn (online)

Since the trial concluded, we have continued to submit and respond to journalist’s enquiries as they have arisen, beyond requirements. We also prepared a complimentary 22 page report on results and recommendations including a calandarised media

release schedule, suggested contra and giveaway opportunities and an ambassador program with key celebrities and their favourite charities.

Given the Board’s delight in the results, the campaign is expected to commence again in mid 2014 and we envisage NCHP having an ongoing presence in all
key travel and lifestyle media to dominate the media landscape in this holiday park segment. 

What North Coast Holiday Parks Thought

“Passionate and enthusiastic, really engaged with our organisation and product. Professional in all matters relating to our campaign and our brand. Consultative to ensure what was delivered was positive and productive. Provided us with a comprehensive and measureable report for executive.” Ms Sewell, 2014 

ParaQuad winner - pitched to disability & lifestyle media
The Sun-Herald
Brisbane News
Focus magazine
Ninemsn
The Australian
Media Kit for Media Famils
Media Kit
Commonwealth Bank opens
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Get in touch with Anne for public relations, marketing, events.
Phone: 0404 293 163