Improve upon the previous year’s hugely successful thought leadership campaign, by sustaining the campaign & coverage over a longer period, instead of creating one large surge of activity.
- Create a voice for Kronos on a national workforce issue to drive broad awareness in general business, consumer, HR and technology media
- Develop research-based content including visual content (infographics) and thoughtful whitepaper commentary with corporate positioning and customer testimonial
- Premeditate a three-stage launch with multiple storylines to create sustained coverage
- Engage with third party industry bodies to encourage them to join the public discourse and lend credence to the debate
Campaign Concept: Howorth proposed a narrative about a missed opportunity in Australia to tap its “Hidden Workforce”. The story would highlight the failure of employers to cater for specialist groups’ need to work in a more flexible way and how a focus on a certain profile of worker worked to the expense of parents and older people.
The campaign was staged to be released in three parts, so we could target specific headlines aligned with the messaging. The whitepaper was finally released with the last phase and made available to all interested parties.
Alongside the positioning whitepaper, individual infographics were prepared to accompany each release, to provide sharp context for the issues raised and give media content to use in their stories.
Results: The communications-led thought leadership platform formed an integrated marketing strategy, informing everything from sales/enquiry-driving eDMs, customer roundtable briefings, email signatures and website content, to social media content and media relations.
Media coverage included:
- Phase one: 21 pieces of print and online coverage, including general and business titles such as The Sun Herald, Canberra Times, Sydney Morning Herald, Brisbane Times, ABC News Online and Business Review Weekly. 22 pieces of broadcast coverage from pre-recorded TV interviews and radio sound grabs aired on the evening and breakfast news slots of 22 stations across the ABC network.
- Phase two: 2 pieces of broadcast coverage including Sky News and WSFM as well as 4 pieces of launch coverage in major titles including Business Review Weekly, Reuters, Human Capital and Smart Company
- Phase three: 7 targeted pieces of coverage in IT media, including ComputerWorld, CIO Magazine, Computer Daily News and Technology Spectator
- Use of the infographic on key news sites such as Business Review Weekly and Human Capital
As well as driving conversations with existing customers and prospects, the media campaign also attracted attention from a number of interested third parties, including government agencies for equality and other working groups and consultancies on diversity. Enquiries and active media commentary (in response to the Kronos news) was seen from:
- The Workplace Gender Equality Agency
- Nareen Young, chief executive of the Diversity Council of Australia
- Elizabeth Broderick, Human Rights Commission
- Helen Conway, director of the Workplace Gender Equality Agency
- Joshua Price, GM of Symmetra, a Diversity Consulting company
- Pollyanna Lenkic, founder of Perspectives Coaching
- Infoxchange – a NFP community that delivers “technology for social justice”
Challenge: Getty Images believes that mobile photography has made huge strides in a short time, so much so that the company provides its photographers with software tools that allow them to create smartphone-style images that are of high enough quality to be used by their commercial clients.
As the official photographic agency for the Australian Open, Getty Images’ team of photographers embraced the smartphone look by applying special effects to their portraits of quirky spectators, umpires, ball boys, media and event staff.
These images became known as the Faces of the Australian Open.
Strategy: To capitalise on the hype building around the grand final match; Howorth developed a two-fold media strategy.
Part one: offer national metropolitan titles the Faces of the Australian Open album to run as an online image gallery.
Part two: provide national lifestyle tech title, CNET with exclusive access to Getty photographer, Cameron Spencer, to develop a feature on the ever-increasing popularity of smartphone photography from a professional perspective.
Results: The result saw a ¾ page article featuring Faces of the Australian Open images published on page six of the Sydney Morning Herald. Fairfax Media also syndicated an online image gallery across 24 metropolitan and regional news sites.
CNET published two stories including an online image gallery and an in-depth article on how professional photographers integrate smartphone technology in their work, featuring comments from Cameron Spencer.
In total, 27 news clips were generated from this campaign reaching a potential audience of 4,419,355 Australians.
Challenge: When Getty Images photographer Adam Pretty won the prestigious Getty Editorial Fellowship, he grabbed his camera and prize money and headed to the Japanese town of Kesennuma – one of the most devastated regions from the Tohoku quake and tsunami in 2011.
Overwhelmed by the scope of tragedy, Adam resolved to give something back to the people by reconstructing wedding portraits of couples whose original wedding photographs were destroyed.
Adam’s Bride Again project is a strong example of the depth and power of the work of Getty Images’ photographers.
Strategy: To coincide with the second anniversary of the Tohoku quake and tsunami, Howorth approached two media outlets – Fairfax Media and ABC – with the opportunity to speak with Adam.
Both interviews would discuss why Adam chose to focus on the Japanese tsunami and uncover stories of survival and love among the families involved in the project.
The story that Howorth and Getty Images wanted to tell was that of the strength, resilience and hope of the Japanese people living in Kesennuma.
Results: Following an interview with The Sun Herald, a half page article featuring a Bride Again wedding portrait was published in the newspaper.
This piece was syndicated to 157 online Fairfax metropolitan and regional news sites including the Sydney Morning Herald, The Age and Brisbane Times as well as featuring in Fairfax’s tablet edition.
Adam’s interview with the ABC resulted in an online feature piece, exposing the news to a potential audience of 3,700,000 Australians.
This campaign generated a combined total of 159 clips and reached a potential audience of 18,022,235 Australians.
Challenge: Building on the wave of interest and anticipation from Windows 8 Consumer Preview, the PR team was tasked to deliver a high impact, broad-reaching publicity campaign to amplify the local Windows 8 story.
Windows 8 heralded a huge brand shift for Microsoft, of which the PR campaign needed to emulate. The approach needed focus on people not product, stories over messages and product engagement over sales in order to help audiences emotionally connect with the experience that Windows 8 offers.
Strategy: With an audience spread across the entire gamete of media – from technology to consumer lifestyle and everything in between, the PR team developed an educational approach that would deliver targeted information, purely relevant to each segment before culminating in the official launch event.
In September, a series of 10 one-on-one briefings were held with the most influential people across technology media in order to ensure a well-grounded level of knowledge and understanding of the Windows 8 story in the lead up to launch.
Following this, in October five consumer lifestyle mini-events were hosted at the Ivy Penthouse. The events saw the presence of 26 key media from Australia’s highest circulating consumer glossy magazines, providing these media with a first look and touch of the new operating system.
The third phase of activity offered our influencers the opportunity to ‘touch and try’ Windows 8 through the seeing 10 RTM Samsung Slate 7 devices.
Launch day kicked off early with three pieces of solid coverage across breakfast TV which highlighted the availability of Windows 8 and Surface in Australia. The PR team worked with key morning reporters to educate them on the new product features so they could speak as ‘experts’ on Windows 8.
The tone of the coverage was very positive, with many broadcast articles positioning the Windows 8 launch as Microsoft striking back against other tablet competitors – to quote Sunrise host Andrew O’Keefe commenting “The Empire strikes back,”. News of the availability and Harvey Norman’s Midnight Madness stunt echoed across the daily news cycle and wells as the availability of devices and the different SKUs available locally.
The Australian media event commenced at 9:30 AM and saw the attendance of over 110 media from an extensive array of consumer lifestyle, broadcast, news, consumer tech and more. Media guests included the likes of Channel 7, Channel 9, SBS World News, ABC Radio National, ABC News 24, 6PR, Better Homes and Gardens, Rolling Stone, Men’s Health, The Australian, The Sydney Morning Herald, The Daily Telegraph…etc.
Key results include:
- 1457 pieces of local coverage in the first 14 days post launch
- 246 hours of broadcast coverage
- 110+ media attended the launch event
Challenge: Student technology competitions, such as the Imagine Cup, have traditionally appealed to a narrow audience. Howorth was challenged with taking the Imagine Cup to the masses. Mainstream media coverage that told stories for the everyday Australian which generated conversations, and told the Microsoft innovation story around four key event milestones: the local finals, the Road to Sydney, the 2012 World Wide Finals, and the APAC BizSpark Entrepreneur Summit.
Strategy: Howorth focused on strategic storytelling across broadcast and key national print media. To ensure understanding of the key messages, we brought the story to life using the student’s journey and their projects to showcase the innovative solutions they have devised to solve real-world issues, and positioning the students as tomorrow’s Bill Gates or innovators.
Results: Results included high impact and broad stories on the Imagine Cup. Telling the Imagine Cup story through broadcast outlets and the student projects helped us showcase the global nature of the competition and brought media on the journey. Out of the 75 unique pieces of coverage for the World Wide Finals, 72 clips mentioned Microsoft and were in-line with corporate key messages for the competition.
Challenge: With the London 2012 Olympic Games in full swing it’s not just the athletes who are working hard to be at the top of their game – the Getty Images team of award-winning photographers are also in the thick of the action at the world’s greatest sporting event.
This year, Getty Images is the official photographic agency to the International Olympic Committee (IOC), a designation they have held for 24 years, since the Calgary Winter Olympics of 1988. At London 2012, Getty Images has a team of more than 100 photographers, photo editors and support staff to capture the excitement of the Games from behind the scenes to the finish lines.
Throughout the Games, Getty Images photographers will capture the action from every possible angle at each of the Olympic sporting events as well as the opening and closing ceremonies and medal presentations.
An Olympic first
Although Getty Images has a long-standing history with the Olympics, London 2012 will be the first time that their photographers will use cutting edge 3D and robotic camera technology to capture the action.
A team of select photographers will shoot the games in 3D in addition to using custom designed robotics rigs to capture the agony and the ecstasy of the competition.
Strategy: To showcase Getty Images industry leading innovations the team at Howorth devised a communications program which focused on the technology and talent behind the camera lens.
Featuring TV and print profiles of top Getty Images talent including VP of Editorial Photography Stuart Hannagan and Australian photographers Mark Kolbe and Chris McGrath, the program also targeted leading technology websites.
Results: Coverage was secured on Channel 9’s Wide World of Sports Road to London program, with a segment featuring Stuart discussing iconic Olympic images syndicated to 37 stations across Australia.
An in-depth interview with Mark and Chris in CNET Australia examined the different ways in which Getty Images is “pioneering new ways of thinking about sports photography.” CNET is one of the country’s most popular technology websites, visited by 1.8 million Australians each month.
Computerworld Australia featured an interview with Getty Images Senior Director of Editorial Photography, Ken Mainardis and Gizmodo, Australian Creative, Campaign Brief and Photo Review produced articles on the technology being used by Getty Images during the London 2012 opening ceremony.
Mark was also interviewed by the Inverell Times and The Northern Daily Leader newspapers about the 3D technology, and Chris was featured in the Sunshine Coast Daily, discussing the robotics rigs he will be operating during London 2012.
Challenge: Kronos is a global company specialising in workforce management. As part of the ongoing public relationship campaign, Howorth was engaged by Kronos to identify a newsworthy issue outside their typical scope on which Kronos could offer a fresh perspective, which would in turn generate positive media coverage and support the overall sales drive.
Strategy: Howorth recently worked with Kronos on a case study with the Macquarie University Hospital. The study generated much media interest and as such, signalled a definite area of opportunity for the team to further explore.
Focusing on the Healthcare sector, Howorth set about creating a research campaign that would help to support future conversations for Kronos with media as well as potential customers. Supported by good customer examples, this would present a very compelling reason for media and influencers alike to listen to what Kronos had to say.
Howorth’s initial research revealed that despite healthcare being a vital part of the economy -and important to every Australian, there were significant pain points regarding the welfare of nurses and the fact that the industry had not benefited from the technology revolution that is fundamentally changing whole industries.
Howorth engaged and interviewed over 200 healthcare professionals from across the country as part of the “Nursing Pulse Check” survey regarding their concerns and pain-points about the industry. The survey examined the working conditions of Australian nurses, the attitudes they have toward their jobs, as well as opinions on technology and the future of the industry.
The research revealed that half of Australian nurses planned to leave the profession within next ten years. With work-related stress being such a large factor, as well as nurses indicating that they extend themselves to their limits to manage their workloads, the results strongly indicated the need for healthcare management and employees to collaboratively review current workforce management methods.
Results: As a part of the media strategy to support the launch of the survey, Howorth proactively pitched to over 50 media targets across both print and broadcast publications by drawing upon three main angles:
- General news angle: critical shortage of nurses in the Australian healthcare industry;
- Technology angle: the ability of the healthcare industry to adopt technology such as the roll out of the recent e-health initiative;
- Health angle: dissatisfaction of nurses suffering from stress and burn-out.
Howorth secured and facilitated eight media pre-briefings, as well as six on-the-day radio interviews for Peter Harte, VP APAC for Kronos.. These briefings resulted in a total of 119 pieces of coverage. This includes ninety-five pieces of coverage across broad spectrum of news, health and technology publications, including The Daily Telegraph, Canberra Times, The Age, News.com.au and Courier Mail. A further twenty two pieces of broadcast coverage were secured in the form of live radio Q&A, news grabs and pre-recordings. In addition, the survey findings featured on two top tier free-to-air and pay television news broadcasts.
Challenge: It all began with one man – Samuel Moss Solomon. He was the father of Emmanuel and Vaiben Solomon, brothers who were transported to Australia after being charged with stealing some clothes.
Fast forward 194 years and the Solomons have left a significant mark on this country. A classic story of a ‘convict made good’, Emmanuel Solomon was a member of parliament, a philanthropist and benefactor to the arts. His descendants have also had a strong impact on the history of Australia, with one nephew holding the record for the shortest stint (one week) as Premier of South Australia and then going on to become one of the founding fathers of Darwin. Another descendant helped write the Australian constitution, five fought in Gallipoli, and one perished on the Titanic.
On March 10-12, 2012, a reunion of the Solomons and associated families took place in Melbourne. The organisers credited Ancestry.com.au for helping them to build their extensive family tree and the reason they were able to find and contact so many family members. Brad Argent, content director, Ancestry.com.au was invited to speak at the reunion.
Strategy: The Howorth team wanted to share the Solomon’s story and build mainstream interest family history category in general. Given that Monday was a public holiday in Melbourne, and there was the potential for media interest to be light, the team pre-pitched the story as an exclusive to Channel 7’s Sunrise and followed up with a media alert which was issued to local Melbourne media.
Results: In total, 108 pieces of TV, radio, print and online coverage were achieved from this campaign with a reach of over 1.7M impressions.
- Brad Argent, Ancestry was interviewed on Sunrise along with other members of the Solomon family. The piece was also re-played nationally on Channel 7’s 4:30pm News
- Brad was also interviewed by Channel 7’s 6pm News who also attended and covered the reunion
- The Age came to the reunion and spoke with family members
- The event organiser, Jenny Cowen, was also interviewed on Radio National Breakfast the morning of the event.
As one of the world’s leading creators and distributors of still imagery, video and multimedia products, Getty Images know what makes an iconic image.
But what does an iconic Australian image look like? Is it the time honoured classics of the Sydney Opera House or Great Barrier Reef or perhaps it’s a backyard BBQ? Getty wanted to find out and issued a brief to photographers to submit their interpretations of everyday life in Australia in the second year of the Grab photography competition.
The brief to photographers was ‘Captured Moments’ – entrants had to submit their creative interpretations of family, friendship and community to be in with a chance to win over $8000 of camera equipment and have the opportunity to become a Getty Images contributor.
The brief to Howorth was to achieve national media exposure for the competition, generate entries for the competition and provide a media platform for photography enthusiasts to showcase their creative talent.
Howorth implemented a three phase PR strategy targeting a broad range of consumer and trade media – kicking off with a competition launch campaign, followed by media activity around the top twenty finalists and wrapping things up with articles on the competition winners.
And the results?
The competition received almost 4000 entries and generated over thirty pieces of media coverage including galleries of the twenty finalist images on the websites of news.com.au, Sydney Morning Herald, The Age, Herald Sun, WA Today, Brisbane Times, Adelaide Now, Perth Now and The Courier.
Print coverage included a double-page spread of finalist images in Grazia magazine, along with articles in titles including The Australian, Wentworth Courier, North Shore Times, The Beast and The Sunshine Coast Daily. As well as hitting consumer media the campaign also made a splash in the trade media with coverage appearing in Campaign Brief, Desktop, B&T, Mumbrella and The Thousands.
And last but not least – the winners.
The judging panel of industry experts including Stuart Hannagan, Getty’s director of photography APAC and VP of Australasia, selected Rachel Cutler’s image of two friends play fighting in a hammock as the winning image, with Mark Tipple coming a close second with his underwater photograph of swimmers diving under a crashing wave. Alam Sulthoni’s image of a magical act of levitation took out the People’s Choice Award.
January 9, 2012: The rate at which information is being used, shared and saved in the workplace is increasing at an incredible rate. At work we’re constantly becoming more connected, using more technology and creating more digital information.
In 2009, Howorth worked with Hitachi Data Systems to develop a public relations campaign that would provide a first perspective on the ‘Information Glut’, in a report which underlined how many organisations had been choked or rendered inflexible by the sharp growth in information.
Two years on, Howorth and Hitachi Data Systems revisited the subject to analyse whether the information glut was still a growing concern for businesses in Australia and New Zealand. In order to better understand the macro economic effects of the problem, Deloitte Access Economics was also commissioned to assess the extent to which information glut was impeding business productivity, and the benefit of improved information management on performance and the broader economy.
The Great Information Glut 2011: key findings
Hitachi Data Systems commissioned an independent study conducted by AMR, which found that 40% of organisations in Australian and New Zealand are suffering from too much information, up 5% from 2009. Almost every respondent (95%) admitted they experienced some degree of glut, with a quarter reporting significant impact on organisational performance.
Analysis by Deloitte also found that information glut is affecting Australia and New Zealand’s GDP and therefore their global competitiveness – estimating mismanagement of information is costing Australia’s economy at least $3bn per year and New Zealand $400m per year.
Hitachi is calling for businesses to start acting in order to manage the growth of the glut, stressing that Australia can no longer afford to be a nation of business bystanders. This ‘information intervention’ requires organisations to take a big picture look at existing systems and strategically align information management with business imperatives.
Howorth devised a media strategy that would maximise the reach of this news, conducting a series of embargoed media briefings with business and technology media to amplify the amount of quality media coverage. Following the briefings, a general news release was distributed.
The launch of the report received significant media coverage, with more than 40 pieces of traditional print and online media coverage.
- Neville Vincent, VP and general manager, was interviewed by ABC Lateline Business on launch day, outlining the key findings from the report. A six minute interview with Neville was also broadcast on Sky Business News’ Tech Report programme.
- 40+ articles appeared in titles such as AAP, News.com.au, Herald Sun, Daily Telegraph, Technology Spectator, iTWire, Computerworld, Computerworld NZ, Computer Daily News, Channel News and The Channel, more than doubling 2009’s coverage.
You can download a copy of the Great Information Glut 2011 report here