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.