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Grampians Grape Escape

Thousands of food and wine lovers descended on Halls Gap to celebrate the 25th anniversary of the Grampians Grape Escape.

Australia's longest running food and wine festival attracted over 125 food and wine artisans from Western Victoria for the bumper crowd of over 7000 foodies and families that came to explore and indulge at the foot of the spectacular Grampians National Park.

Headline chef MIguel Maestre wooed the crowds, sharing his culinary secrets through lively cooking demonstrations whilst Australian music icon, Kate Ceberano belted out some favourites for the mass of dancing fans to close the 2016 event.

Since being appointed three years ago, procurement of key talent has contributed to growing the event's profile along with a national public relations and digital campaign featuring a Melbourne launch, media familiarisations, profile stories and event focused media activity.


Great Ocean Road Marathon

The iconic GMHBA Great Ocean Road Marathon is one of the world's most spectacular marathon events, attracting thousands of participants from around Australia and internationally.

cms delivered a five month strategic communications campaign to leverage event sponsors, charity and media partners - with the ultimate objective to drive registrations and create event media hype. 

The event was represented in regional and metro media across print, TV, radio, online and social including three double-page feature stories and television news coverage on Nine and Seven networks.


Melbourne Marathon

When cms first represented the Melbourne Marathon Festival in 2006, event registrations rose from 7,000 to 16,294.  Since then the records have continued to be broken.

The 2015 Medibank Melbourne Marathon was the biggest marathon in Australian history with more than 6,000 finishers and over 30,000 participants across all five distances.

Our role is to increase the profile of the event, drive registrations, maximise media partnerships, leverage sponsors and manage the event media centre.

With females identified as a key growth area, we engaged the inspirational Katherine Switzer, the first women to ever run a marathon.  Keen media interest saw Katherine appear on The Project, Today Show, Herald Sun and Gold FM.

The 2013 Medibank Melbourne Marathon was represented in the media for 22 weeks, reached over 50 million people and achieved media saturation in Melbourne with news segments across all TV and radio networks as well as the front page of the Herald Sun. 


CADEL evans Great Ocean Road RACE

In 2015 cms was engaged by Victorian Major Events Company (VMEC) to develop and execute a public relations and communication strategy for the 2016 world class cycling event, Cadel Evans Great Ocean Road Race (CEGORR).

Showcasing Victoria’s spectacular tourist and cycling destination, over 3500 recreational cyclists rode shoulder-to-shoulder with Cadel Evans in the Momentum Energy People’s Ride.

The Deakin University Elite Women’s Race and the Elite Men’s Race attracted tens and thousands of local, interstate and international cycling fans to cheer on the cyclists at spectator activation sites.

cms used a variety of tactics to drive registrations to the People’s Ride, encourage spectator attendance and to position the event as a world class cycling and participation event.

The CEGORR was represented in regional and metro media across print, TV, radio, online and social, reaching over 32 million people.

arena Carbon-Ultra racing suit launch

Arena Powerskin Carbon-Ultra launch

Italian based global water instinct brand arena launched the Powerskin Carbon-Ultra racing suit ahead of the 2016 Australian Championships.

The latest product innovation was launched in Adelaide by the Arena Elite Team of Champions: James Magnussen, Emily Seebohm, Mitch Larkin, Thomas Fraser-Holmes and Jessica Ashwood.

A media conference with vision and pictorial opportunities attracted national media attention and stimulated social media activity reaching over four million people.

An informal brunch followed allowing journalists the unique opportunity to chat with the athletes and arena’s marketing team to learn about the new racing suit and preparations for  the Rio Olympics.



Phillip Island Nature Parks

Phillip Island Nature Parks (PINP) is an award winning, not-for-profit organisation best known for its little penguins.

As a client for ten years, PINP has consistently received national television, print, radio, lifestyle and travel coverage as well as digital and social media outcomes.

We create innovative initiatives to attract visitors to PINP, including the biggest penguin nest built in Federation Square and Penguin Month, held each March.  In 2012, PINP experienced a 12 per cent increase in domestic market visitation and a record 865,000 paying customers; an additional 75,000 to the previous year.

Mutually beneficial partnerships are another tool utilised to increase awareness and incentive for re-visitation.

The Melbourne Symphony Orchestra was secured to perform at Churchill Island resulting in extensive pre-event media coverage, while the Bank of Melbourne offered an ‘Adopt a Penguin’ to every new child’s account and exposure across its 70 branches, online and on a Melbourne tram, delivering reach far beyond PINP’s expectations. 

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The Victorian Major Events Company engages the services of cms on an ad-hoc basis to stage media announcements and provide briefing documentation for major events to be staged in Victoria.  Our role includes the development of official media releases in conjunction with Premier and Ministerial media advisors, composing briefing notes and Q&A documentation as well as managing all logistical elements of physical launches and photo opportunities.

Announcements cms have managed include ISAF Sailing World Cup, “Wicked” Musical, “Titanic” Exhibition, Football Federation Australia, Australian Masters, The Presidents Cup, DanceSport Championships, Snooker World Championships, Ironman and The Australian Masters Games, recently cms developed collateral for White Night Melbourne and Theatres Melbourne showcasing the cities event capabilities.

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Sugar Free September

Seeking increased awareness to drive sales, the muesli sought a public relations campaign for the 97% sugar free blend of of 5 Nuts, 4 Seeds, Oats & Coconut to educate consumers about the benefits of a sugar free diet.  The campaign combined a suite of PR tactics to encourage interest from a variety of media over a three month period.

The hero of the campaign was “Sugar Free September”, an initiative created by cms to attract media which would not typically cover commercial products.  Editorial was secured on breakfast television, breakfast radio, Melbourne’s metro daily newspapers and a number of key national monthly magazines with over a dozen profile sporting and media personalities taking up the challenge of going sugar free in September. 

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Starry Starry Night

The Alannah and Madeline Foundation appointed cms to engage celebrities for the 2012 Starry Starry Night and assist drive ticket sales through effective media partner management and generation of traditional and non traditional media outcomes. 

Hosted by Kerri-Anne Kennerley and Andrew O’Keefe, the rock themed Starry attracted over 80 celebrities with the likes of Rachael Finch, Lehmo, Helen Richey, Todd McKenney with Brynne and Geoffrey Edelsten all attending as table hosts.

Kamahl, Anthony Callea and Tim Campbell took centre stage, whilst the cast of Winner’s and Loser’s, the Sunrise team, Masterchef contestants, Dani Venn and Adam Liaw, Brian Mannix, Matthew Richardson and Jack Riewoldt brought the crowd to their feet, performing their favourite rock songs.

There was eight weeks of pre-event coverage and substantial post event coverage achieved.  83% of media appeared pre-event contributing to the 1,000 attendees at Starry.