The Woolmark Company through the Campaign For Wool celebrated the fourth annual Wool Week in May, spreading the message to Live Naturally, Choose Wool.
Melbourne's Federation Square took centre stage, featuring a 10 m x 10 m colourful wool sculpture created by local artists Chaco Kato and Dylan Martorell. beneath the sculpture, an installation highlighted wool in fashion and furniture, knitting and yarn spinning demonstrations and visits from rams, ewes and six week old lambs.
Over 20 Australian retailers and designers took part including Jac+ Jack, CAMILLA AND MARC, Country Road and M.J. Bale.
Throughout the week, Fred, the Celebrity Merino ram visited shopping destinations around Melbourne to promote wool through social media with #imetfred.
Over 46 media articles mentioned Wool Week, reaching a circulation of more than 1.8 million people nationally.
Following a demerger from parent brand, Basketball Australia, the National Basketball League (NBL) sought to drive the competition to new heights across a broad range of demographics, led by families and young males.
Given the importance of a strong start to the season under the new ownership group, the NBL Board appointed cms to stage and leverage the launch events to raise awareness of the upcoming season through a variety of media channels.
cms saw the successful delivery of a season launch media conference with all teams in attendance and a panel of past and present champions. A red carpet event followed at Hi-Fi Sydney, reflecting the new brand positioning ‘Bring It’ with an urban inspired theme complete with graffiti walls and street dance teams. Over 300 players, corporate, media and celebrity attendees celebrated the launch of the NBL season.
HRH Australian Wool Innovation
The Woolmark Company, industry partner of The Campaign for Wool (CFW) engaged cms to stage events to showcase the Australian wool industry from ‘farm to fashion’ for CFW patron, His Royal Highness The Prince of Wales (HRH).
HRH joined a Tasmanian farmer to round up sheep, watch shearing and wool classing, providing images and vision for media channels across the globe. Following the media moment, HRH visited a rural inspired marquee setting cms created for 120 farmers, graziers and representatives from the education sector for a ‘meet and greet’ with HRH.
In Sydney, HRH met wool handlers with live sheep at the Museum of Contemporary Art where fashion designers Camilla & Marc, Ellery, Dion Lee, Josh Goot and Akira displayed their wool garments. All gathered on the rooftop creating stunning images, showcasing farm to fashion for domestic and international media audiences. Guests included the fashion retail sector, media and representatives from the NSW wool industry.
VicRoads Premium Number Plate Auction
VicRoads sought our services to conceptualise, stage and manage a premium number plate auction to release their Single Letter Signature Plates and a number of Heritage Plates.
An aspirational space was found in Zagame Ferrari’s Richmond showroom, with a partnership negotiated by cms to include a range of marketing benefits enabling VicRoads to extend their target audience reach.
Our role included the development of the website, management of the online registration system and enquiries hotline. All aspects of the event execution from theming, audio visual and staging to managing the auction lay within our job specifications.
Over 400 high net worth individuals and car enthusiasts attended the VicRoads Number Plate Auction generating sales revenue in excess of $1,253,000 with all 60 registered number plates sold.
ANZ - O'Week
For six years, ANZ engaged cms to promote their banking products to students at University O’Weeks nationally.
Our role was to oversee the design, implementation and management of the branded ANZ O’Week marquee, delivering a unique concept to drive account openings through a branded “Grab for Cash” machine. By opening an ANZ bank account, students were given the chance to grab for cash, with all proceeds going straight into their new account. A gift bag filled with goodies valued at over $200 provided an additional incentive for students to open an account.
Executed at University O’Week events nationally on average over 500 new ANZ accounts were opened annually during the O’Week campaign period.
Parks Victoria engages cms to support specific projects from PR campaigns to staging major community events.
1000 Cities 1000 Lives was a community walk around Albert Park Lake that launched the Healthy Parks Healthy People Congress which was held in Melbourne. cms implemented, staged and promoted the event over a four month period. Michelle Bridges was engaged to host the event and through PR, we generated 67 articles to drive attendance.
cms have also developed PR campaigns to support the Wilderness Retreats, refurbishment of the State Coal Mine which saw a 51% increase in visitation during the three month campaign period and promote Werribee Park as the home of Channel Nine’s The Great Australian Bake Off.