Melbourne-based PR and content marketing agency, Keep Left, today announces the bolstering of its content marketing capability with the recent hire of Annemarie Hunter.
Hunter has been appointed as Keep Left’s SEO, Content & Analytics Specialist and brings with her a mix of digital and content marketing expertise, transitioning from her role as Manager of SEO & Digital Channel Insights at Fairfax.
In her role at Fairfax, Hunter was responsible for delivering customer-focused SEO strategies across Fairfax Media’s News and Business verticals to ensure strong visibility online.
At Keep Left, Hunter will spearhead the agency’s data-driven philosophy and work with the teams to embed this across both the PR and content marketing divisions.
Founder and Executive Director, Caroline Catterall, said: “Annemarie’s appointment is another big step forward in our data-driven proposition.
“Search behaviour and social trends give us valuable insights into how our content and pitches should be angled, and is adding a lot of value across our PR and content marketing clients.
“Simple things like being able to include keyword research in our media pitches has helped take our PR programs to the next level. On the content marketing side, being able to conduct in-depth keyword strategies, technical audits and content analysis is proving highly beneficial.
“Annemarie’s experience working at Fairfax was the perfect entrée to her joining Keep Left.”
In July last year, Keep Left launched its integrated PR, content marketing and production offering to reflect the value that brand storytelling informed by data can have for an organisation wanting to connect with the hearts and minds of its audience.
“Our mission is to future-proof and elevate our client’s communications. Having digital experts on our team to complement our existing skill-set plays a big part in this,” Catterall added.
This appointment follows a recent round of internal promotions, with Keep Left appointing Tim Lele to Head of Corporate Communications, Maggie Stergiopoulos to Account Director, Molly Bruce to Account Manager, and Jessica Pullar and Brooke Stephenson to Account Executive.
The Yarra Valley winery – which was founded by French Champagne house Moët & Chandon – is undergoing a major refurbishment of its hospitality centre and celebrating 30 years on Australian soil.
Domaine Chandon has appointed Keep Left to leverage these milestones and reinforce messaging around the winery’s history and prominence as a sparkling wine pioneer in Australia. The strategy will have a strong consumer focus, heroing the individuals that have supported and helped to grow the Domain Chandon name along the way.
As part of the communications strategy, Keep Left’s remit includes media relations, event management, developing a range of content and an online consumer competition for the newly refurbished hospitality centre and 30th anniversary celebrations.
Estate Director at Domaine Chandon, Shaine de Venny, said: “The story of Domaine Chandon highlights a remarkable pioneering journey and provides great opportunities to hero the many hands that have contributed to our success. Looking back on thirty years of commitment to excellence, we are privileged to celebrate an outstanding history and heritage.”
Keep Left CEO, Gillian Yeap, said: “Through a range of communication initiatives, we want to capture the confluence of meaningful moments in Chandon’s history and award-winning products, demonstrating the planning, patience and perseverance it takes to deliver perfection like Chandon has.”
Keep Left’s property and event teams were engaged to organise a VIP event to officially launch the display suite of Mayfair, the latest Melbourne development by Malaysian developer, UEM Sunrise.
The launch event brought the ultra-luxurious development designed by Zaha Hadid Architects and local architect Elenberg Fraser to life by appealing to all the senses and making the most of the design and spectacular location.
Beginning the night on the rooftop with 360 degree views of Melbourne, the VIP guests enjoyed champagne and music as they watched the sun set over the bay.
Guests were welcomed into the Mayfair display suite by MasterChef Judge and TV personality Matt Preston. The 2017 Masterchef winner Diana Chan designed the four-course menu for the sit-down dinner, taking inspiration from her MasterChef winning dishes. Diana also treated guests to a cooking demonstration of the main course ahead of it being served.
Surrounded by the sounds of the string quartet, flowing champagne and the highest quality food, the UEM Sunrise team and guests raised a glass to the incredible development.
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.