— What did we deliver?
In order to execute a successful PR campaign, Greenpoint Media undertook extensive planning and strategy development, as well as the establishment of key partnerships. Key stakeholders were also identified and included:
• Design and property communities
• Finance and investment sector
• General public
Adhering to a strict PR strategy, all campaign activity worked towards set objectives and key messages to ensure the needs of all key stakeholders were met from a communications perspective. Key messages looked to encourage positive sentiment and included the use of statements such as “groundbreaking”, “innovation”, “Beulah’s vision” and “community”.
Following the initial announcement, Greenpoint Media actively worked to continue campaign momentum and maintain chatter (in the media and community) about the Southbank by Beulah competition. These initiatives included:
• Shortlisted design announcement
• Jury announcement
• Media call at University of Melbourne Design School
• Future Cities Symposium Event announcement
• Design competition winner
BRAND & EVENT ACTIVATION:
In order to showcase the shortlisted architects’ concepts, a sold out ‘Future Cities Symposium’ was organised to unveil the designs and engage with public and industry alike, as well as a celebratory gala dinner for major stakeholders.
Key partnerships were established in order to maximise opportunities for brand awareness and included:
• Urban Melbourne
• Architecture AU
• University of Melbourne Design School