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| Results of Media Key's Public Relations Campaigns |
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Specific Examples Of Results Of PR
Campaigns Media Key Has Worked On:
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"Wet 'n' Wise" - This campaign was designed to promote this major water safety initiative and raise awareness about the dangers water presents. Highlights of the PR campaign we ran included:
- Nicky Buckley helped promote anti-drowning messages
- Media exposure was valued at $1.6 million
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9 television interviews
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A promotion with "Cheez TV" who ran several community service announcements promoting "Wet 'n' Wise"
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Woman's Day ran a series of "Wet 'n' Wise" water safety columns in four separate magazines
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51 photo shoots with newspapers took place for ANZ managers to participate in
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12 capital city radio interviews took place
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The Happy Little Vegemite Foundation - This PR program was built to highlight Vegemite's 80th birthday and the launch of the Happy Little Vegemite Foundation. Numerous highlights included:
- Tammy van Wisse helped promote Vegemite's 80th Birthday
- Over $2 million worth of media exposure was generated
- 587 separate media promotions including television interviews, television news pieces, newspaper promotions, radio promotions and radio interviews
- 418 separate papers ran a guaranteed promotion for the foundation following Media Key setting up the promotions
- 18 different major celebrities supported the foundation including Baz Luhrmann,
Steve Moneghetti, James Blundell and Louise Sauvage
- 32 different television pieces took place
- 21 capital city radio newsdesks ran pieces about the foundation's launch
- 23 capital city/regional radio interviews
- 14 capital city radio stations ran promotions for the foundation
- 79 regional radio stations ran promotions for the foundation
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Salvation Army Employment Plus Right Track Employment Express - This project promoted the "Jobs Train" that travelled across Australia to assist unemployed people. PR highlights included:
- Media exposure was valued at $1.8 million
- Coverage on The Today Show
- Coverage on Channel Seven's Sunrise
- Coverage on National Nine News
- Coverage on ABC TV News
- 26 separate television pieces were generated
for the campaign
- There were 83 newspaper pieces
- There were 94 radio news interviews
- There were 23 feature radio interviews
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The Intensive Care Appeal - Media Key ran numerous massive PR campaigns to promote the appeal which is an initiative of the Australian and New Zealand Intensive Care Foundation in partnership with the ANZ.
The appeal raises money to help intensive care units save more lives. Highlights of the PR campaign included:
- Woman's Day ran two pieces to support the appeal Debbie Flintoff-King urged Australians to help save a life
- The media exposure was valued at $3.9 million
- Huge celebrity support from over 30 top names including Pierce Brosnan, David Boon, Tracey Wickham, Mark Taylor and General Peter Cosgrove
- The Prime Minister of Australia (following Media Key's approach) launched the appeal at an event that gave strong exposure to the foundation and the ANZ
- 11 different TV shows gave exposure to the appeal including numerous national programs such as Today Tonight, the 7.30 Report, Sunrise, Good Morning Australia, National Nine News, Fresh Cooking, Cheez TV and Sports Tonight
- 8 capital city radio station partners promoted the appeal
- Over 300 separate papers ran giveaways to promote the appeal and the ANZ's involvement - giving the campaign enormous print media exposure
- Prime Television donated a substantial amount of regional television airtime free of charge to support the appeal and made a free TV ad
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National Friendship Day - Media Key arranged a PR campaign for the Walt Disney Company to promote friendship and Winnie The Pooh. Highlights included:
- TV personality John Wood worked with Media Key on Disney's Friendship Day
- Media exposure was valued at $5.7 million
- TV coverage on numerous programs including Good Morning Australia, Denise, Cheez TV, Brisbane Extra and other shows
- Magazine coverage spreading over 8 pages in The Australian Women's Weekly
- Partnerships with radio stations who contributed over $150,000 worth of free airtime
- Magazine coverage in many publications including NW, TV Week, Barbie and other magazines. 21 separate magazines ran pieces
- Over 150 newspapers ran pieces to support the campaign as a result of media selling
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The launch of Xbox in Australia - Working with Myer and Microsoft, Media Key was responsible for helping launch Xbox into the market. Highlights included:
- Over $250,000 worth of media exposure and promotions
- Over 90 separate media promotions
- TV pieces on Sunrise, Channel Seven News, Channel Ten News and other programs
- Over 8 major capital city radio promotions including MIX Melbourne and MIX Sydney as well as Austereo
- TV news coverage nationally for the Xbox launch for nearly 24 hours on all major commercial TV channels
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Lend A Hand Week - A major PR campaign was organised to promote this Camp Quality initiative.
Amongst the highlights were:
- Steve Waugh was one of the many celebrities Media Key involved in Lend A Hand Week
- Support from many other top celebrities include, General Peter Cosgrove, Suzie Wilks and Glynis Nunn-Cearns
- Over 14 different TV interviews including reports and interviews on A Current Affair, Nightline, The 7.30 Report, Today, National Nine News, Sports Tonight and other shows
- Over 10 different magazine pieces including a four page piece in Who Weekly
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The launch of the Megamart concept by Myer Grace Bros - Media Key helped to launch this major retail concept. PR highlights included:
- Extensive newspaper coverage in publications such as The Australian, The Sun Herald, The Daily Telegraph, The Sydney Morning Herald, The Age and The Herald Sun
- Over 13 different magazine features including coverage in Australian Home Beautiful, Marie Claire, Inside Retailing and Appliance Retailer
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King Island Dairy - A major PR campaign was set up to promote the centenary of dairying on King Island. Highlights included:
- For King Island Dairy Media Key set up a TV promotion as wel as numerous radio promotions
- A television promotion for one week with Channel 7's Sunrise show as well as an interview on the program
- 7 separate capital city radio promotions including a promotion on Magic 693 Melbourne 18 times a day for a week, a promotion on 2UE and promotions on 6PR, 5DN, Magic Hobart, 2CC and 4BC
- Numerous capital city newspaper pieces including The Daily Telegraph, The Herald Sun, The Sunday Tasmanian, The Courier Mail, The Mercury, The Adelaide Advertiser, The West Australian, The Canberra Times and other papers
- A double page spread on King Island and King Island Dairy in Woman's Day and a promotion with Australian Women's Weekly
- Over 26 separate regional papers ran pieces about King Island Dairy
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