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MEDIBANK Melbourne Marathon FESTIVAL

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

2017 marked the 40th anniversary of the iconic event which has grown into Australia’s largest marathon. Over 32,000 people hit the streets of Melbourne participating in one of five distances.

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

In 2017, approximately 400 media hits mentioned the Medibank Melbourne Marathon Festival, reaching over 50 million people.

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CADEL evans Great Ocean Road RACE

Since 2015, cms has been engaged by Visit Victoria to develop and execute a public relations and communication strategy for the world class cycling event, Cadel Evans Great Ocean Road Race (CEGORR).

Showcasing Victoria’s spectacular tourist and cycling destination, over 3,500 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.

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Grampians Tourism

The Grampians region in Victoria is one of the most visually breathtaking destinations in Australia. A stunning mountain range and hiking tracks coupled with waterfalls, wildflowers and friendly wildlife make the region a renowned travel destination - and that’s not to mention all the award-winning wineries.

Since 2013, cms has worked with Grampians Tourism on a number of successful campaigns which have included the promotion of local events such as the Grampians Music Festival and Seriously Shiraz as well as the region itself.

Initiatives to profile the destination as the place to visit in spring, when nature is at its best and in autumn for the glorious food and wine have included engaging social media competitions, ‘Instameets’ and famils with influencers along with media familiarisations. Our latest campaign achieved 218 media hits reaching over 15 million.

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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.


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 7,000 foodies and families that came to explore and indulge at the foot of the spectacular Grampians National Park.

Headline chef Adam Liaw 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 event.

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

In 2017 the campaign reached over 5 million people.

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Golf Month

Golf Month is a national campaign that celebrates golf with the ultimate aim of driving participation in October.

Golf clubs and facilities across Australia opened their doors to host events and activities for golfers of all experience levels.

Our role was to manage the major campaign competition and influencer program, plus generate media coverage for Golf Month activities and competition entrants.

A nationwide competition encouraged golf enthusiasts to share the ‘golf bug’ with their friends and family. The competition attracted over 1,000 responses, with stories that made ideal media and social content. 

The Golf Month campaign was profiled in regional and metro media nationally, reaching over two million people. Campaign highlights included features in Golf Australia Magazine, The Advertiser, The Daily Telegraph and The West Australian as well as social media posts by high profile golf lovers, Mitchell Johnson and his wife Jessica Bratich Johnson, Nick Dal Santo, Tom Hawkins, Taylor Walker and Lleyton Hewitt.  

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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.