To pull this off, we had to cover all bases. We started by dipping into insights around technology jobs in Australia – what were people searching for and what was the media interested in.
Then we deep-dived into the data behind the white-paper, hoping to find our knight in shining armour – the perfect media angle.
While this was happening, we took the legends at Halcyon Knights through an intensive media training process, teaching the basics about how to stick to your key message, bridge away from awkward questions and nail any interview.
Finally, we worked with Halcyon Knight’s Founder and CEO, Lincoln Benbow, to create a short thought leadership series, walking the tight-rope between controversial and newsworthy to position him as the expert in technology recruitment.
Swords at the ready, we successfully pitched an exclusive to our target media contacts – and the campaign took off from there.