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.
Leading child rights organisation Save the Children has launched an integrated marketing campaign called ‘Living in Fear’ to fundraise $100,000 in seven days, to help tackle the scourge of child abuse in Australia.
Every day, 88 children suffer abuse in Australia. That’s one child every 16 minutes.
The campaign designed by marketing communications agency Keep Left will be rolled out across Save the Children’s owned media channels, as well as paid and earned media.
Keep Left based the creative on the insight that child abuse, whether emotional or physical, may have a lasting impact on the social and intellectual development of children. Without appropriate care from their families or support services, this may carry into adulthood.
As a result, many victims live in fear, which can make the most innocent things terrifying. This insight has been conceptualised in the campaign creative through the playing of the popular Australian children’s game ‘Duck, Duck, Goose.’
Save the Children Head of Marketing, Caroline Reid explained: “Childhood is supposed to be carefree, but in Australia, a child is abused every 16 minutes. This isn’t some foreign statistic; it’s occurring right around the country. The creative illustrates the shocking effects of abuse on children, and it’s a problem Australia needs to address.”
Keep Left CEO, Caroline Catterall said: “This was a difficult, but extremely important topic to tackle creatively. No child should live in fear and it’s our hope the funds raised through this campaign will help make large strides towards this being a reality.”
CEO of Save the Children Australia, Paul Ronalds said: “Save the Children is known for its work overseas, but child abuse in Australia is no less significant, yet much less understood. We have been developing Australian programs to help children suffering from abuse for over 100 years, but we need the nation to recognise the issues occurring in their own backyard and know how they can help save a child’s life.”
Consumer research linked to the campaign shows 35% of people don’t believe abuse is an issue affecting children in Australia, despite over a third saying they have been abused or know someone who has been.
“Intervening now could make a difference to thousands of lives. Child abuse, whether emotional or physical, is proven to have a lasting impact on the social and intellectual development of children that they may carry into adulthood,” concluded Mr Ronalds.
At Keep Left, we don’t necessarily buy into the stereotype that PRs love to a throw a party – but we aren’t against a night of New Zealand wine, if it help us tell our story.
Last month, we celebrated the start of winter with a collaborative event highlighting Kathmandu’s first ski range, Styper and Tourism New Zealand’s 2019 ski season with more than fifty media, influencers and key stakeholders in attendance.
Held at the Kathmandu Bondi Junction store, the launch event, resulted in an initial social media reach of 350,000+ and over 20 pieces of social and media coverage, with editorial coverage still pending throughout the winter.
Sydney lifestyle, travel and parenting media across online, TV and radio were in attendance including The Daily Mail, Lifestyle.com.au, Sunrise and NOVA along with freelance travel writers and influencers like Brittany Hockley, Shaun Birley and Matt Doran.
The launch of the Styper range could have been achieved with a standard sampling campaign, but we decided to take it to the next level with Tourism New Zealand and use it an an opportunity to speak face to face with travel and lifestylemedia– you only get to launch your first snow range once! And what better way to take on the amazing NZ ski slopes than by wearing gear tried and tested by experts on the very same mountains.
In terms of event management, everything as far as the eye could see was inspired by the mountains of New Zealand.Guests were treated to authentic New Zealand wine and a grazing table created by chef Justin North.
For entertainment, there was live music from New Zealand artist, Brendon Hui and an open photobooth encouraging guests to photograph themselves in the New Zealand ski fields wearing Styper gear.
Speakers at the event included Kathmandu Ambassador Nomadasaurus, Darren Barry from Kathmandu and Andrew Waddel from Tourism New Zealand.
All guests also went into the running to win two return flights to New Zealand with Virgin Australia and a four-day lift pass to the mountain of their choice or a Kathmandu Styper Ski Pack.
Every attendee also left with a gift bag with Kathmandu product. Now that sounds like a party we can get behind.
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.
The Nine Entertainment and Fairfax Media merge is one of the most significant events in Australia’s media history. This will have a profound impact on public relations specialists who need to adapt to provide valuable media relations in an uncertain broadcast future.
For PR teams to cut through, an integrated approach to client storytelling is crucial. Only the most agile agencies who can offer multimedia content packages with data, expert opinion, case studies and cross-channel graphic content will survive.
Want to learn more about how to succeed in a post-Fairfax world?
Check out this Mumbrella article, featuring out Head of Corporate Communications, Tim Lele.