Challenge: To capitalise on the interest and broad media attention surrounding the 2010 Australian Federal Election, Ancestry.com.au set Ogilvy PR’s business and technology public relations agency, Howorth, the challenge to find an opportunity to get the family history website into the debate.
Idea: Research the family history of the two main candidates to discover their family pedigree and to investigate if there was anything in their family history that may have formed the basis for their political ideologies. This would create an interesting news angle, with human interest, and quite different from the traditional election coverage.
Insight: Research undertaken by Ancestry.com.au unveiled that for the first time in over 87 years, Australia’s elected Prime Minister would not be Australian born, with both Gillard and Abbott both from the UK.
Campaign: Working closely with Ancestry.com.au to research and pitch this unique insight to the media, Howorth negotiated an exclusive opportunity with Channel Nine’s Today Show. This was followed by both print and radio outreach, with many interviews conducted under embargo.
Results: The media outreach resulted in more than 44 ‘on message’ stories, including radio, television, print and online. Highlights included a five minute live-to-air TV interview on Australia’s highest rating morning show, the Today Show. The team also secured a full page feature article in The Daily Telegraph and an 18 minute interview with 2GB radio in Sydney.
In total the public relations campaign reached more than 3.4 million Australians, highlighting the value of taking a topical news issue and finding a related new insight.