Melbourne Star Observation Wheel has appointed marketing communications agency Keep Left as its national public relations partner, to drive external communications in collaboration with its in-house sales and marketing team.
Melbourne Star Observation Wheel has tasked Keep Left with increasing the brand exposure of the Melbourne Star, along with growing visitation with both the locals and tourists.
The scope includes public relations, influencer management, strategic partnerships and events.
Keep Left’s appointment comes alongside strong growth in visitation for Melbourne Star, which recently reported over 25% year-on-year increase in the international tourism market.
Melbourne Star Observation Wheel’s Head of Sales and Marketing, Nicole Hill explained that Melbourne Star is looking to reposition from a tourist attraction to an experiential venue ahead of its two millionth passenger in 2020.
“Melbourne Star Observation Wheel has been successfully operating as an attraction for six years, and we continue to see significant visitation growth from both local and international markets,
“Bringing Keep Left on board is a strategic move to position Melbourne Star as an intrinsic part of Melbourne – a natural extension of the city’s popular events, celebrations and must-do tourist itinerary.”
Keep Left CEO Caroline Catterall said the agency – which has just celebrated its 18th birthday – welcomed the opportunity to work more closely in the travel and tourism space.
“The addition of Melbourne Star Observation Wheel to Keep Left’s diverse portfolio leverages industry expertise across our Strategy, Creative, PR and Digital + Experience departments – as well as the teams’ passion for the industry.
“We’re excited to support Melbourne Star in its next phase of growth, re-positioning it to become an intrinsic part of the tourism and events scene in Melbourne.”
Keep Left’s client portfolio across its multi-disciplinary business includes Kathmandu, ME Bank, University of Melbourne, FIJI Water, NEFF, Charter Hall, Experian, and Guide Dogs.
Keep Left is excited to announce our newest client Candlefox, Australia’s largest education marketplace provider.
For more than six years, Candlefox has been working with education providers to increase student enrolments in Australia, New Zealand and the United Kingdom.
With multiple consumer-facing brands including tafecourses.com.au, shortcourses.com.au and training.com.au – they are basically the carsales.com.au for the education sector!
Candlefox’s offering has evolved into far more than just streamlining the student acquisition journey, they have a wealth of data at their fingertips (our favourite thing ever at Keep Left) and provide in-depth market insights, sentiment indices, forecasts and competitive analysis for their clients.
This is the second recent win in the education space for the Keep Left team, following University of Melbourne. Speaking of which, check out the results our first University of Melbourne campaign, Music as Medicine here.
Stay tuned – we are going to do what we do best, take data and make it newsworthy.
Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets.
Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.
The first Coles Local store opened in Melbourne’s Surrey Hills on 13 November. The smaller format supermarket features 100% Australian grown fresh fruit, vegetables, meat and fresh seafood. It also boasts an in-store chef and exclusive products from speciality and artisan suppliers such as Meatsmith, MoVida, Brunetti and Laurent, with a strong focus on the environment and local community.
Peta Allsopp, Head of Local & Special Projects Marketing at Coles, said the support of a creative and content agency that understood storytelling was essential to help differentiate the Coles Local brand in Australia.
“Coles Local is here to give local communities the convenience of a supermarket, with the character and experience of a speciality store and to make shopping, cooking and eating a joy.”
“We were looking for an agency with a strong strategic, creative and digital skillset to help us launch this new brand in Australia and were impressed with Keep Left’s integrated offering.”
Keep Left’s scope of work includes creative and content production, including OOH and print advertising, bespoke magazine content and design, hero video production, always-on social creative and management of biddable media across Facebook and Instagram.
Keep Left Acting CEO, Caroline Catterall, said working with Coles Local had provided a great opportunity to road test the agency’s new in-house kitchen studio.
“The Coles Local magazine shoot gave us the chance to put the space to the test and I’m pleased to say the feedback from the photographers and stylists was very positive,” said Catterall. “It’s a real bonus to have a fully-functioning kitchen in our Melbourne head office that we can use for recipe shoots, flat lays and to generally produce high quality food creative at a competitive price.”
On the eve of its 17th birthday, communications and content marketing agency, Keep Left, has opened its first office in Sydney.
The office will be led by long-time team member Libby Britten, who has been promoted to Strategy & Client Services Manager and will lead the growth of the company’s PR, creative and performance clients headquartered in Sydney.
Keep Left has also bolstered its management team with the appointment of Susan Horn as Head of Content Marketing and Creative Services. Horn first established Keep Left’s consumer division in 2007, and in the last eight years has worked at L’Oréal and Fonterra in general brand marketing roles, before rejoining Keep Left in September 2017.
Horn will lead Keep Left’s portfolio of content clients including the University of Melbourne and NEFF Australia, as well as providing creative leadership to the agency’s thriving creative production studio.
Completing the growth trifecta, former General Manager of Vizeum and Posterscope, David Campbell, has joined the Keep Left management team in a commercial advisory capacity.
Campbell will work with the Keep Left management team on the implementation of the agency’s three-year strategic plan and key initiatives associated with this.
Keep Left CEO, Gillian Gosling, said the appointments would help Keep Left prepare for its next phase of growth as it edges closer to full-service.
“Keep Left has doubled in size since the launch of our integrated offering and we plan to continue the growth while promoting a high-performance culture in the next three years.
“It’s only natural for us to have feet on the ground in Sydney and we’re confident that this, combined with the recent management appointments, will take the agency to the next level,” she added.
Gosling will be on maternity leave from mid-October, handing the CEO reins back to Founder Caroline Catterall for six months. As Acting CEO, Catterall will oversee business strategy, people & culture, client satisfaction and finance.
Experian unlocks the power of data to create opportunities for consumers, businesses and society across 37 different countries. Its technologies help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly, and organisations to prevent identity fraud and crime.
Experian’s Marketing Director Karl Miklis said the news comes at a time when Experian is strengthening its presence and commitment to the region.
“In this new partnership, we see a huge opportunity to communicate to consumers and businesses about the possibilities that can be achieved through data and analytics in the business world – and the positive role it can play in society.”
“This win truly aligns with our belief that storytelling should be backed with data-driven insights,” Keep Left CEO Gillian Yeap said.
“Globally Experian is a data powerhouse, but traditionally the brand hasn’t had a large share of voice in Australia. The company is host to a wealth of data and insights of critical importance to both businesses and consumers, so we are excited to help Experian communicate this content.”
The partnership commenced in September and to date the work has spanned traditional public relations and content production services – including digital copywriting, creative design and video production services from Keep Left’s in-house content production studio.
“The brief from Experian plays well to our experience and growth across technology, financial and professional services,” Yeap said.
Keep Left’s corporate and technology PR team already works with global technology companies such as IT giants Infosys, Australian tech success story Nitro, global mapping and location company HERE, and FinTech startup Airwallex. It also has a footprint in the financial services space with challenger bank, ME, and VicSuper as clients.
Digital map leader HERE locates Keep Left as APAC PR agency.
Global mapping and location intelligence leader, HERE, has selected integrated PR, content and digital marketing agency Keep Left to deliver its high-impact data-led storytelling services throughout the APAC region in a new 12-month partnership.
HERE is the world’s most advanced location intelligence company, with mapping and navigation solutions covering almost 200 countries worldwide.
Backed by automotive giants Audi, BMW and Daimler, HERE powers 80 per cent of the world’s vehicle satellite navigation systems and provides advanced mapping services and real-time location insights for the likes of Facebook, Dominos, Samsung and Microsoft.
“A truly innovative company, HERE is tackling some of the world’s most complex challenges that impact how we travel, how our cities function and how enterprises and governments deliver services,” Keep Left Principal & Strategy Director Gillian Yeap said.
“HERE’s a perfect fit for our data-driven storytelling approach and the team are really excited to showcase the company’s success and genuine thought leadership in the tech space across the APAC region.”
The new partnership, which commenced on 1 July, has already proved fruitful with media introductions and news announcements driving double digit coverage across target media, including The Australian.
“Australia’s tech scene has gone from strength to strength and we have found that our combined art and science approach has really struck a chord with digital savvy leaders in the sector, Yeap said.
“We’ve always had a focus on technology clients, working with global IT giants like Infosys for the last eight years, as well as Australian document productivity start-up Nitro for the past three.”
Another recent win is fintech start-up Airwallex, who specialise in cross-border transactions. Supporting a recent funding announcement, Keep Left secured over 20 stories in top tier business and technology publications across Australia and Asia with an audience reach of over 17 million, including leading news site Tech Crunch.
Media coverage achieved a high level of qualitative metrics around key message penetration and target audience reach on the Keep Left Impact Score, driving a 560 per cent increase in website visitors and strong growth in beta customer sign-ups.
Other recent technology client wins for the agency include VC firm Starfish Ventures, which invests in Australian technology and life science startups, and construction technology innovators Newforma and Progressclaim.com.
The new client acquisitions follow the recent launch of Keep Left’s content production and digital marketing arm, which sits alongside its long-standing PR business.
They join a growing list of Keep Left clients, including Fonterra, Anchor Dairy, FIJI Water, Dairy Australia, the Australian Society of Orthodontists (ASO), VicSuper, ME (formerly ME Bank), MAB Corporation, St John Ambulance, DFAT and CARE Australia.