Together with Australian Education Union, we turned the campaign for fully funded public schools into a national conversation, using powerful imagery, bold activations and the real stories of teachers and students to make the issue impossible to ignore.
From refreshing the AEU’s visual library with a dedicated school photoshoot to creating thousands of miniature schoolhouses, a giant storybook and a post box containing 70,000 postcards to the Prime Minister, we developed campaign moments that brought the scale and impact of underfunding to life.
We took the campaign across the country, coordinating activations, roundtables and press conferences in capital cities, while managing an always-on press office spanning media releases, interviews, live crosses and reactive opportunities. When state education ministers joined the AEU in Canberra, we quickly pivoted the media strategy to capitalise on the unprecedented show of solidarity.
The campaign generated more than 3,800 pieces of coverage and a combined potential reach of more than 150 million people, including national broadcast, print, radio and online coverage, helping keep public school funding firmly on the national agenda
With a growing competitive tourism landscape, we helped Rydges Hotels & Resorts bring three revitalised properties back to market in Melbourne, North Sydney and Port Macquarie – positioning each as a distinctive travel experience while building excitement around their transformation.
We developed media and influencer strategies tailored to each property, from leveraging Rydges Melbourne’s proximity to the theatre district to showcasing North Sydney’s neww connection to the Metro and proximity to the city and Port Macquarie’s coastal appeal. We hosted immersive familiarisation experiences, bringing media and influencers behind the scenes to experience the hotels, destinations and refreshingly local hospitality firsthand.
For Melbourne, 27 media and influencers embarked on a 24-hour immersive tour, culminating in a gala dinner for 46 guests. In North Sydney, media experienced everything from Wattle Bar + Kitchen to IMAX and Taronga Zoo, while Port Macquarie hosted six media and three influencers to experience the waterfront property.
Across the three launches, we generated a combined potential reach of 39.61 million+, with coverage spanning Australia and New Zealand in leading travel titles including Escape, Explore and Nine News.
