Microsoft Surface Launch

To mark the commercial availability of Microsoft Surface, Ogilvy PR’s technology public relations agency Howorth worked with Microsoft Australia to host a media launch event to showcase the features of this innovative new hardware device at their Australian headquarters in Sydney on Tuesday, 9 February 2010. Surface is a new multi-touch product, developed as a software and hardware combination technology. The device allows a user, or multiple users, to manipulate digital content by the use of gesture recognition.

The launch produced fantastic results for Microsoft, with 32 key media and analysts attending the public relations event including The Australian, SMH.com.au and CNET. Following the launch, over 40 pieces of coverage were published across a variety of online, print and broadcast outlets, including key metropolitan, consumer, technology and business media targets. Stand out pieces following launch included a five minute, live-to-air interview on Sky Business News’ Tech Report and a live demonstration of Surface on Channel 9’s TODAY program. The show’s technology editor, Charlie Brown, and host Karl Stefanovic demonstrated the Surface product and discussed its potential commercial uses.

Howorth’s primary PR role was to drive awareness across broadcast, consumer and IT media to strengthen Microsoft’s profile as an innovator and leader in the technology field, as well as to promote Microsoft Surface as a desirable and game-changing product to potential partners and customers. The results of Howorth’s PR strategy helped generate an extremely positive buzz around the launch event. The coverage that appeared in the days following positioned Microsoft as an innovative company and highlighted the collaborative and inventive features of Microsoft’s new Surface unit.

Following the launch, Microsoft Australia Developer Evangelist, Michael Kordahi praised Howorth’s efforts by saying, “Howorth deserve some major credit for delivering a successful launch. They not only delivered, they delivered with the highest of standards and passion. Despite the very aggressive timeframe of the launch, they provided a-class service.”

How 2,000 Sydneysiders had a “big breakfast” and learnt about the importance of iodine for thyroid health…

Ok, we get that thyroid health isn’t actually a dinner party conversation piece, but in 2009 Ogilvy PR Health proudly partnered with the Australian Thyroid Foundation, Australia’s peak advocacy group for people with thyroid disorders to put dietary iodine and good thyroid health on the map.

The Big Breakfast is an awareness and fund raising public relations initiative for the Australian Thyroid Foundation that is held annually at Martin Place on the morning of 27 October.

Ogilvy PR Health’s goal was to further enhance the profile of the Australian Thyroid Foundation as the leading advocacy and support organisation for people with thyroid conditions, while positioning the organisation as the number one source of information on thyroid disease.

The public relations objective, to raise awareness about the importance of dietary iodine for good thyroid health and to raise funds for the Australian Thyroid Foundation, was achieved with the help of celebrity chefs Manu Feildel and Dominique Rizzo, who kindly dedicated their time and resources to cook a healthy, iodine-rich breakfast for over 2,000 Sydneysiders who arrived at the Big Breakfast.

Beverley Garside, president of the Australian Thyroid Foundation and Professor Cresswell Eastman, Chief Medical Advisor for the Australian Thyroid Foundation, chaired the event and educated the public about iodine enriched foods such as eggs, seafood and bread and the importance of a sufficient dietary intake of iodine to support healthy thyroid function.

For a gold coin donation, people from Sydney could treat themselves to breakfast cooked by the fabulous chefs and to free thyroid and iodine information from a team of dedicated volunteers who spoke to the public about thyroid health.

With record funds raised for the Australian Thyroid Foundation, it was not just the media and the fundraising that achieved its goals – but importantly what was in the breakfast that started the day for 2,000 Sydneysiders that helped to encourage good thyroid health.

Examples of iodine-rich foods include:

• Bread
• Milk
• Eggs
• Seafood
• Iodised salt
• Plants grown in iodine-rich soil

Find out more at www.thyroidfoundation.com.au

How do you get distributors x-cited about steel?

Work with Australia’s leading manufacturer to unleash an X-Factor public relations campaign!

In the face of challenging economic conditions, BlueScope Steel asked the Howorth business-to-business/corporate public relations practice to help build distributor awareness of its Australian manufactured XLERPLATE® steel plate products, converting them from passive referrers to passionate champions of the range.

Steel producers and on-sellers had an extraordinarily tough year in 2009, with sales and revenues falling as global demand for steel weakened and import competition increased. While the public relations campaign needed to communicate the core brand values of XLERPLATE® (quality, flexibility, diversity), we needed to deliver these messages to a sales-savvy audience without them being rejected as marketing ‘clutter.’

Howorth’s insight was to package up new product information within a wider marketing campaign, challenging distributors to take part in ‘Operation XFACTOR’.

We took updated sales collateral, developed e-communications and a striking X-Factor website to cover off all channels, ensuring that distributors could not help but be exposed to XLERPLATE® steel.  Once the buzz had been created around the product, a three stage online competition created strong incentives for participants to review and retain key product information, with Red Balloon vouchers rewarding those who successfully completed a ‘Quest for Quality’ around the plate’s key features and benefits.

Howorth worked with Random Studio and Alpha Salmon to deliver the PR campaign, including the development and design of marketing collateral and website. Participation rates have been strong and initial feedback has been overwhelmingly positive:

“I wish our marketing department thought of this a long time ago”

“Really clever concept…”

“Appreciate all of the new info. Thanks so much”

“Quality information”

The first phase of the PR program will continue through to May 2010 – Howorth is also in discussions with BlueScope Steel about subsequent phases of the campaign.

Pulse Helps Engineers Australia Make it so

The team at Pulse launched Engineers Australia’s $2.5 million public relations campaign aimed at addressing a skills shortage in the engineering industry on Tuesday 16^th February.

A core component of the new PR initiative is a world first competition that calls on everyday Australians to submit an idea online. The competition will culminate with one lucky person having their idea ‘made so’ by an engineering team.

Since its launch, the Make it so public relations campaign has featured in the Australian media more than 30 times across broadcast, print and digital media outlets.

Highlight pieces of coverage include interviews with CEO Peter Taylor on key talkback radio stations which have high listenership figures including Alan Jones on 2GB and 5AA. Articles have also appeared on ABC News, Australian Geographic, Yahoo!7, B&T, iTWire and Gizmodo websites and print coverage in The Australian, The Australian Financial Review and the Adelaide Advertiser.

Pulse also secured a national radio partnership with DMG’s Nova Network which involves the public relations campaign being featured weekly on the “Ryan, Monty and Wippa” drive time program.

The Make it so competition will run for 12 weeks, until 15^th May. Each week, a shortlist of the top 10 user-rated ideas will be compiled and one idea owner will be awarded an Eee PC, valued at $399.

Visit www.makeitso.org.au to submit, share and champion your ideas!

Pulse and Howorth go Bach to the future

Robbie Bach, president of Microsoft’s Entertainment and Devices Division, travelled down-under in February in an Australian first to share the Microsoft consumer vision, how it will evolve over the next decade, and what we can expect to see here in the coming years.

Both Pulse and Howorth were charged with organising a series of media activities for Robbie during his three-day stay.

Howorth utilised Robbie as part of a press conference to announce the local commercial availability of Microsoft Surface. The launch was a great success with 32 media and analysts attending the event. To date, more than 40 pieces of coverage have been published across a variety of online, print and broadcast outlets.

Following the press conference, Robbie rushed off to an industry roundtable lunch at Quay Restaurant, organised by Pulse. Moderated by ABC television news journalist Kerry O’Brien, the discussion focused on how platforms and devices would evolve, media consumption habits, the way traditional media industries had to progress, content protection and monetisation.  A number of senior executives attended from leading organisations including Foxtel, Sydney Opera House, HP and Warner Bros. Both the media and technology editors from The Australian were invited to exclusively cover the event.

That evening, Robbie gave a talk at the Sydney University’s new Law School Building where he spoke in detail about the future of entertainment and Microsoft’s plans for the next decade. The event was a huge success with more than 300 industry influencers packing out the auditorium.

Pulse was lucky enough to secure some snippets of time in Robbie’s busy schedule to conduct one-on-one media interviews with journalists from top-tier media outlets including an in-studio interview with Lateline Business, The Australian Financial Review, The Sunday Herald Sun and New Zealand’s Sunday Star Times.

The print coverage that has appeared to date includes a full page spotlight feature in The Australian Financial Review’s Tuesday IT section, a double page spread in the Sunday Herald Sun’s Play lift-out, and a half-page article in The Australian.

Telstra Productivity Indicator 2010 Report

Australia’s productivity gap – the difference between productivity expectations and action – has widened from 29 per cent in 2009 to 34 per cent this year, according to new Telstra research.

Underlining the findings of the Government’s Intergenerational Report, the Telstra Productivity Indicator research found that improving customer service and productivity are the key priorities for Australian organisations, ranking 78 per cent and 76 per cent respectively

The Productivity Indicator also found that only 42% of decision makers measure productivity, have a target and know what that target is compared with 49% in last year’s report.

For more information please visit http://www.interactivemediarelease.com/back/productivity.

Experts Predict the Year Ahead

Parker and Partners released Trends 2010 on 11 February 2010, a snapshot of the political and policy landscape, and one or two bold predictions for the next 12 months.

The risks inherent in the Government’s media strategy, the rise and rise of Julia Gillard and the possible fate of four the state Labor governments going to the polls are all covered in Parker & Partner’s fourth annual public affairs forecast.

Trends 2010 also reads the tea leaves in key Federal policy areas like taxation, health, education, defence, and climate change, as well as the fast-evolving media landscape. As an example, Parker & Partners predicts that the proximity to the Federal election will ensure that the response to the report of the Ken Henry-led review of taxation will be more aspirational than prescriptive.

Parker & Partners is part of Ogilvy Public Relations Worldwide, and was the team behind the much-discussed publication, Lobbying Kevin07.

The booklet is an invaluable resource for organisations that interact with governments, oppositions, minor parties and bureaucracies in a year when politicians will be fighting for votes and business backing.

“With five elections between now and March 2011 the political landscape has never been more interesting or more competitive,” said Sarah Cruickshank, P&P Joint Managing Director.

“As always, most of the political attention will be on Canberra, with the Rudd Government seeking its second term in Government.

“We believe the most likely timing for the Federal election will be in the spring. Although the potential for an earlier double dissolution election is still a strong possibility, should the Government’s legislative agenda continue to face roadblocks in the Senate.”

This year’s Trends includes for the first time findings from a wide-ranging poll What’s keeping Australians up at night?, conducted late last year by Ogilvy Illumination, Ogilvy Public Relations’ new dedicated research firm.

What’s keeping Australians up at night? results covered in Trends include:

• 39 per cent of respondents felt they were financially worse off than 12 months earlier, while 18 per cent actually felt they were better off;
• 29 per cent of respondents expect to be financially better off in the next 12 months, while 19 per cent thought they would be worse off in a year;
• Those over 60 are less likely to feel under financial pressure, while generations X and Y are more likely to be feeling the pinch (29 per cent compared to 39 per cent);
• Voter concern about so-called broken promises also splits along generational lines, with 67 per cent of those aged over 50 saying they are highly concerned about this issue compared to just 38 per cent of those aged under 40.

“A modern public affairs environment requires more than just access to ministers and their advisers,” said Greg Sam, P&P Joint Managing Director and Ogilvy Illumination Senior Counsel.

“Testing concepts and attitudes, researching community and stakeholder views, and having a deep understanding of how an issue is likely to play out based on proven methodologies are now must-haves for any sophisticated public affairs effort.

“The findings from What’s keeping Australians up at night? make for fascinating reading as they provide a great snapshot of community attitudes on issues respondents themselves identified as important to them and their families.

“The research has already been presented to some of Australia’s leading companies and political organisations, and we’re delighted to be able to share it more widely via Trends.”

Read the full report here.

Parker & Partners Win at 2009 Gold Standard Awards

Ogilvy PR would like to congratulate Parker & Partners for winning the Gold Standard in Government Relations at the 2009 Gold Standard Awards.  Managing Director, Sarah Cruickshank attended the ceremony on February 4 at the Foreign Correspondents Club of Hong Kong, to accept the award on behalf of the team.  Parker & Partners won the award for their outstanding government relations campaign working with Veolia Environmental Services and Australian Landfill Owners Association.

Read more about the campaign here.

Ogilvy PR Health looks into the crystal ball…

On Thursday 28 January Ogilvy PR Health looked to the future with clients and friends at an intimate dinner at Pier Restaurant in Rose Bay. The beautiful waterfront setting was the perfect location to gaze into the crystal ball and discuss what the future holds for 2010. As a celebration to the year ahead, the dinner was a success and the future looks bright for our clients and for Ogilvy PR Health.

Veolia Environmental Services and Australian Landfill Owners Association government relations campaign

Challenge

Organic waste in landfills takes approximately 30 years to decompose, emitting methane (a greenhouse gas significantly more potent than carbon dioxide) throughout that period. By putting a price on carbon emissions the Government’s Carbon Pollution Reduction Scheme would have made current landfill customers – including ratepayers and local councils – liable for emissions produced from waste deposited as far back as 1980 (known as “legacy waste”) at a cost of millions of dollars a year.

Veolia is one of the largest landfill operators in Australia. The Government had a political mandate to act on climate change and the Minister was firm in her resistance to any changes to the CPRS that would protect business interests. Veolia Environmental Services engaged Parker & Partners to lobby the federal government for the removal of legacy waste from the CPRS legislation as well as to raise the profile of Veolia’s brand within government circles.

Insight

Parker & Partners drew on our extensive relationships with Australia’s politicians, bureaucrats and media and found most had not heard of Veolia, and had no understanding of the concept of ‘legacy waste’ or the implications of the CPRS on the waste sector.

Creative Idea

We revived the defunct industry think-tank the Barton Group to provide intellectual force and further credibility to the arguments, and we created a new waste industry group, the Australian Landfill Owners Association to lobby government on the issue and to influence media coverage.

Campaign

• Multiple, targeted government relations engagements and meetings programs;
• Detailed policy and legislative development;
• Extensive journalist briefings and the crafting, dissemination and pitching of media releases and stories;
• Stakeholder relations and coalition-building within the waste industry; and
• Industry leadership and policy consolidation through the establishment of pre-eminent waste industry peak body, the Australian Landfill Owners Association.

Outcome

In April 2009 the Federal Government announced that emissions from ‘legacy waste’ would be excluded from coverage, making landfill the only sector covered by the CPRS to successfully convince the Government to substantially modify its legislation.

To date, the waste sector is the only CPRS covered sector to successfully convince the Australian Government to substantively modify the proposed CPRS legislation. Other powerful industry lobby groups – coal, minerals, and stationary energy to name but a few – have still had no success in modifying the CPRS legislation.

In terms of broader public affairs outcomes for Veolia, by May 2009 ALOA represented 70 percent of the waste management industry in Australia and was recognised by the Australian Government as the voice of the industry. In addition Veolia’s Director of Sustainability was elected as Secretary and official spokesman for the Association.

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