Content and PR for Architectus’ world class design.
It’s not often the opportunity arises to reimagine a part of national history. Our architecture client Architectus, in partnership with Denmark’s Schmidt Hammer Lassen, endeavoured to bring Melbourne the world’s best library design, merging the history of a heritage building with the needs of the next generation of Victorians.
Co-designed with input from school children and through extensive consultation with diverse groups of Victorians, the $88.1 million development will strip back the layers of one of Melbourne’s most loved landmarks to reveal its original beauty. The redevelopment will transform the Library and return 40 per cent more space to public use, opening spaces that have been closed to the public for many years including Queen’s Hall and the Russell Street entrance, while adding new spaces such as the Children’s Quarter.
Collaborating closely with the State Library media team and project partners ahead of the hotly anticipated design unveiling, Keep Left ensured Architectus earned the media and key audience cut-through with a combined media relations and content development strategy to maximise earned and owned channels. Our content production team took a tour of the Library with Ruth Wilson, Director at Architectus, where she shared the inspiration behind the design and discussed the future of the Library. The resulting video formed an engaging insight into the project for Architectus website and social channel visitors, as well as for online media to embed into their stories.
Our property PR team invited key media contacts from both architecture trade media and major daily property and education reporters to attend a busy morning media call held at the library to unveil the renders. With two government ministers and multiple partners all vying for media attention, Architectus was able to gain strong share of voice across broadcast, print and online media by offering insightful interviews that relayed well-practiced key messaging, as well as the Keep Left team providing media kits which included quotes that established Architectus’ voice as an authority on the Library’s design.
Architectus’ role in the redesign received broad national coverage across outlets such as Channel 7 News, Channel 9 News, ABC, throughout the Fairfax network, the Herald Sun and industry media outlets like Architecture & Design and Architecture AU.
With media coverage reaching an approximate audience of 21,120,643, Architectus’ message was communicated through 23 unique stories nationally achieving an average Keep Left Impact Score of 81.93 out of 100.
For the fourth year, Baptist World Aid released its industry-leading research report, revealing the fashion brands succeeding and failing at mitigating the risk of worker exploitation in their global supply chains. With 106 apparel companies (or 330 brands) receiving a grade from A to F, this year’s Ethical Fashion Report was bigger than ever. While highly anticipated among industry players as a benchmarking tool, and among consumers as an ethical shopping guide, there was uncertainty surrounding potential media fatigue.
Keep Left’s community engagement PR team took to the challenge. While the launch date has always coincided with the anniversary of the 2013 Rana Plaza factory collapse in Bangladesh, the team decided this year’s report needed to transcend the conversation beyond the accident. Ultimately, the report’s reputation provided an opportunity to demonstrate the impact of putting pressure on fashion brands to be transparent, while at the same time increasing consumer awareness that an issue exists.
Armed with fresh angles, a strong visual package and 3rd party spokespeople at the ready, the team seeded story angles to key outlets and secured prominent media interest well prior to the report release day. A vital part of this process was Baptist World Aid spokesperson, Gershon Nimbalker, who has extensive media experience and was able to participate in interviews ahead of the report release.
Cue launch day. Having coordinated print and online coverage already, and broadcast interviews from 6am, Gershon used the day’s spotlight to highlight some of the most prominent findings from the 2017 report and explain what consumers can do to vote with their wallets. Coverage was achieved across print, radio, television and online media outlets including:
Fairfax: The Age, SMH and online syndications
Newscorp: Herald Sun and online syndications
ABC: News Breakfast, online news and radio
SBS News: TV and online
The explosive launch day and subsequent coverage saw over 50 million people reached with news of the Ethical Fashion report. Of the 247 pieces of coverage, four in every five included an interview or quotes from Gershon and 73% directed its audience to the Baptist World Aid “Behind the Barcode” website. In seven days following launch, more than 42,000 people went online to see the report and after four weeks the website traffic was still 35% higher than average.
International Guide Dog Day & Guide Dogs Victoria’s 60th birthday.
To mark International Guide Dog Day (IGDD) and their 60th birthday, Guide Dogs Victoria (GDV) came to our social change PR team with news of a collaboration with Public Transport Victoria. A tram wrapped in pictures of puppies would be travelling the CBD. Knowing a media opportunity when we see one, our team jumped at the chance to extend the gravity and reach of the day with a dual-strategy campaign and activation.
Building on the collaboration, the team organised ambassador dogs and sweet treats to join commuters on the tram for the organisation’s 60th birthday, news that lifestyle and consumer media would love to share.
But we also wanted to draw the audience in beyond puppies and highlight the profound value of Guide Dogs. This IGDD we worked with GDV to show the data behind this value and release GDV & Swinburne Uni’s preliminary findings into how Guide Dogs offer much more than mobility.
More than Mobility
The research revealed that Guide Dogs act as social facilitators, help to manage mental and physical health issues, and encourage the handlers to try new challenges, develop new skills and think differently about themselves.
Alongside our PR work, we filmed a case study to give life to the research findings. The 40 second video represents years of companionship and guidance, a snippet of the relationship Peter and his Guide Dog Barry share.
Celebrating with Guide Dogs Victoria
With a set date for the 60th birthday and IGDD, our social change PR team created a newsworthy package to generate broad media interest. This included GIFS, photos and interview opportunities with GDV’s CEO Karen Hayes and CEO of Public Transport Victoria, Jeroen Weimar, a long-standing supporter of Guide Dog accessibility.
Unsurprisingly, news of dogs on a tram gained huge traction online. After being published on Broadsheet, fans came hunting for the tram in the city where they could cuddle GDV ambassador dogs and take home a celebratory cookie to promote the organisation taking the lead for 60 years.
The two strategies gained broad media coverage nationally, with an approximate audience of 5.7 million people. Among the 120 articles covering GDV and IGDD, the story was featured on ABC News Breakfast, 3AW, ABC Breakfast Radio, Channel 9 News, Channel 10 News, Herald Sun and The Urban List.
Determining the best way to spread your brand’s messaging can be an overwhelming task. When we’re bombarded with messages about fake news and false claims, consumers are looking for brands to practise what they preach. FIJI Water is a brand that stands for healthy living, beautiful design and Earth’s Finest Water. These elements were at the heart of Keep Left’s planning when we curated Earth’s Finest Morning – an intimate morning retreat for the body and soul hosted by influencers Tim Robards and Anna Heinrich.
Given FIJI Water is already a much-loved brand in the Australian market, the team reached out to FIJI Water’s target market with an offering that would make the FIJI Water way of life a tangible experience – a star studded morning of relaxation and rejuvenation at a secret Darling Point location. Initiatives to increase brand awareness and portray existing messaging were woven through all consumer, online and media messaging.
Over the course of five months, our consumer brands PR team coordinated the event management, influencer engagement, talent management, consumer ballot, web design, product branding and social media outreach for Earth’s Finest Morning.
The essence of the event was to start the weekend the right way, the FIJI Water way. Attended by Sydney celebrities and influencers, a small selection of media and ten lucky competition winners and friends; guests were welcomed into a morning to be remembered. Following a workout led by the celebrity couple and a mindfulness meditation session, the 35 guests were treated to an impeccably styled healthy breakfast inspired by the FIJI Water brand, prepared by well-known Sydney stylist and chef Sarah Glover.
The morning was a hit with both attendees and the media, receiving broad coverage across online media and social channels. Coverage included two pieces on the Daily Mail and an estimated readership of 6 million people. With social media posts from both Anna Heinrich and Tim Robards, as well as influencers like Lisa Hyde, Chloe Chapman and Amelia Strofield, the event had a social media reach of approximately 900,000 users.
Engaging consumers with the FIJI Water brand in this way has left a lasting impression on the attendees and extended audience alike. FIJI Water was able to connect on an emotional and tangible level, reinforcing its brand value and messaging as Earth’s Finest Water.
A 90th birthday voyage for iconic Australian butter brand.
Western Star is celebrating 90 years of butter making this year. To commemorate, Keep Left’s consumer PR team worked with Australia’s favourite butter to ‘butter up’ its home state of Victoria and New South Wales with a 90th Birthday Voyage.
A giant truck in the form of an iconic butter block on wheels departed its hometown of Cobden on its maiden voyage to Sydney, where Western Star gave away more than 90,000 samples of hot cross buns and Spreadable butter at the Sydney Royal Easter Show. Along the way, the big birthday truck spread plenty of ‘simple happiness’ by handing out Western Star Spreadable and hot cross buns at stops throughout the Western District of Victoria.
After leaving Cobden, where Western Star has been produced since 1926, the truck stopped in Warrnambool, Portland, Hamilton, Maryborough and Bendigo before arriving in Sydney just in time for Easter.
“For the past 90 years and to this day, Western Star butter has been expertly crafted in Cobden from just two natural ingredients—cream and salt”, said Cobden Plant Manager, Bruce Manson.
“We couldn’t do this without the Cobden community or our 250 farmers throughout the southwest region of Victoria, so it’s only fitting that our Birthday Voyage celebrates where it all began and those who helped us reach this milestone”.
Corangamite Shire Mayor and Cobden resident, Jo Beard, whose great grandfather was involved in the Western Star butter factory 90 years ago looks forward to welcoming the truck: “Western Star has made countless contributions to the Cobden community and regional Victoria over the past 90 years, from investing millions, supporting community initiatives and not to mention creating jobs. Western Star is truly engrained here”.
There’s no denying that Western Star is Australia’s favourite butter—it was first confirmed in 2006. Western Star Original Butter also was named the Grand Champion Butter at the 2017 Australian Grand Dairy Awards for the second year running—the highest honour in the industry.
In a richly populated inner-city area such as Richmond, unoccupied land is a luxury of old. With the suburb boasting an iconic industrial history, the need to accommodate an increasing number of high school students in modern, forward-thinking education facilities has been a pressing issue for locals. Keep Left’s architecture client Hayball came up with an innovative solution for the brief of Richmond’s first vertical high school.
Rising above a Richmond car park, Hayball’s $43 million vertical school design creates a space for 650 students and delivers integrated educational and communal facilities that will optimise cross-cultural learning opportunities.
A project of this gravity tends to draw the attention of media on merit alone. But with state government and education spokespeople attending the turning of the sod, it was vital to our property PR team that the voice of Hayball could break through the political noise to share the passion behind the project.
Armed with hard hats and prepared quotes, our team used the ceremony as an opportunity to ensure that news of Richmond High School went hand in hand with the key messages of Hayball and project director David Tweedie.
Although good news travels fast, state-of-the-art news travels even faster. With targets in education, property and architecture media; the story of Hayball’s vertical school quickly received national attention across a range of trade and mainstream media.
In 2017, more and more people are heading to social media sites like Twitter and Facebook for their daily news. This is making it increasingly difficult to earn the attention of an audience if you have something to say in more than 140 characters. Here lies the tension – among all the snappy headlines, is there still a place for information rich reporting?
Our corporate PR client ME released its 11th bi-annual Household Financial Comfort Report as a way of providing individuals with in-depth insights into the financial situation of fellow Australians. The 48-page report gauges the impact of the economy on household financial comfort, using the results collected from 1,500 Aussie households as evidence of their findings.
Keep Left’s corporate PR team set out to communicate the golden messages from the report to national media outlets; highlighting ME’s focal insights into the clear divide between rich and poor widening and income cuts and employment woes hurting financial comfort of Australian households.
Years of experience has taught our team the key to communicating complexity. Rather than dumbing down valuable research, we aim to create palatable insights for reporters allowing them to take the information and run with it.
The results? 600 pieces of coverage across Australia.
With coverage achieved across print, radio, television and online; our team secured many features including:
Fairfax: The Age, SMH and online syndications
Newscorp: Herald Sun and online syndications
A Current Affair
ABC: News 24, online news, The World Today radio show
Over 43 million eyeballs saw the insights produced in ME’s Household Financial Comfort Report, reaffirming our knowledge that honest insights and well communicated news is never out of fashion.
In a time-poor and fast-paced media world, the benefits of long-lead media can often be overlooked. Fortunately, our property PR team are experts in utilising this age-old art to achieve coverage that drives conversation about outstanding projects.
Working with our architecture client Hayball, Keep Left commenced the seven-month process of securing coverage in the February edition of Australia’s leading residential architecture magazine – Houses.
Published in Houses, Australia’s leading residential architecture magazine for designers and their clients – http://architectureau.com/magazines/houses/
As a multidisciplinary architecture firm, Hayball’s projects span the categories of multi-residential, mixed-use, education and interior design. This Edwardian restoration and expansion project provided lead architect, Thomas Gilbert, with the opportunity to present the craftsmanship that the practice has built its reputation on.
With a canvas of stunning architecture and vast spaces, it wouldn’t do the story of this project justice if it were scribbled in the caption of an image or summarised in the column of a newspaper, so we raised the bar higher. Our property PR team pitched a profiling opportunity to Houses in August of 2016, creating time for interviews, tours and copy review that would highlight the expertise and precision involved in creating this home.
The eight-page spread in the February edition of Houses showcased the incredible work that went into The Bayside Residence. This coverage had a potential readership of 20,000 people and resulted in an incredible, near perfect Impact Score of 98.
Going national to recruit for Guide Dogs Australia
Who wouldn’t jump at the chance to cuddle an adorable Guide Dog puppy? What if you were given the option to keep one for a little while? Our social change PR team recently rolled out a recruitment campaign for Guide Dogs Victoria to spread the word about the growing need for puppy raisers across Australia, securing an interview with ABC News Breakfast to help recruit for the envious role.
With two small puppies trailing behind her, Charlie Spendlove of Guide Dogs Victoria joined Ali and PK on the ABC News Breakfast couch to chat about what is involved in being a puppy raiser.
Can you help house a Guide Dog puppy? PK and Ali meet Charlie Spendlove from Guide Dogs Victoria and two of her special friends pic.twitter.com/sfBvAGkyqi
The interview was broadcast nationally across ABC and ABC News 24 a total of five times, with a potential audience of 1,237,000 viewers.
It was also published on ABC News Breakfast’s Facebook and Twitter, receiving over 14,000 views online and a 93 on the Keep Left Impact Score. Most importantly, this piece of earned media resulted in a jump of 233 hits to the puppy raising page and a 450% increase in puppy raiser inquiries that day.
Keep Left have been working with Guide Dogs Victoria for the past four years to deliver a comprehensive PR strategy for the work it does in helping individuals and families of those who are blind or have low vision.
Wesley Mission Victoria takes a different approach for its Christmas content marketing campaign…
In July of this year, The Age reported an 82 per cent increase in young people being registered as homeless in Victoria, and in its most recent census the Australian Bureau of Statistics (pdf) recorded that more than 22,000 people were experiencing homelessness in the state.
It’s a harrowing reality that homelessness in Victoria is on the rise and can happen very quickly.
But there is fantastic support being provided across the state to help those in need.
These are the faces of the families, men and women who have come to Wesley for support and food assistance throughout the year, and the unsung heroes – donors and volunteers who have contributed to the organisation’s Food for Families appeal over the past 25 years, ensuring that families in crisis can receive a helping hand when they need it most.
With Keep Left’s help, Wesley Mission Victoria wanted to amplify its flagship Christmas appeal by celebrating its loyal contributors through engaging, humanised content inspired loosely by Humans of New York.
“These individuals are just some of our amazing ambassadors, who are helping to feed those in need across our state, and who have come to Wesley for assistance and support while getting back on their feet,” says Rebecca Stoel, Wesley Mission Victoria.
“In addition to highlighting all the rational reasons for why donations are so important, in 2016 we wanted to build a stronger emotional connection among potential donors and the campaign.
“Keep Left helped us evolve our storytelling approach through this series of personal, intelligent and inspiring personal stories. The 25 faces of Food for Families paint an amazing picture of the incredible effort that people go to, year after year, to make a difference to others less fortunate,” Rebecca added.
Our content production team packed its cameras and met the characters who all play a role in Wesley’s Food for Families appeal, to develop these 25 individual stories.
So far, the content has been well received with Wesley increasing traffic to the site with several thousand clicks to the stories since launching, 3,500 Facebook interactions and 1,750 Twitter views. And donations are coming in strong too – with 370 schools, workplaces and schools already registered, and over 3,000 boxes and bags already out in the community being filled.
PR is being rolled out as of the 1st December to help strengthen the content strategy.
You can check out some of the 25 faces of Food for Families by heading to Facebook or the website.