Eight years ago, when cms first represented the Melbourne Marathon Festival, event registrations rose from 7,000 to 16,294 and the records have continued to fall. The 2013 Medibank Melbourne Marathon was the biggest marathon in Australia history with more than 6,000 finishers and over 30,000 participants across all five distances.
Our role is to maximise media partnerships and leverage event sponsorships, raising the profile of the event and driving registrations. Last year we identified women as a key growth area for the event and we incorporated female key influencer participants to profile whilst also implementing an event social media campaign, traditional media activity, charity support, promotions and managed the media centre. The Medibank Melbourne Marathon was represented in the media for 22 weeks, reaching over 50 million people.
The Presidents Cup
A coup for Melbourne was securing The Presidents Cups for the second time in the events history.
Golf lovers travelled from interstate and overseas to watch the team match play competition featuring 24 of the world’s top golfers – 12 from the United States and 12 from around the world, excluding Europe. For 18 months we implemented PR strategies to generate awareness and drive ticket sales.
Spikes of activity kept the tournament top of mind through media conferences with Government and Captains Greg Norman and Fred Couples, player teleconferences and player interviews, collaborative management of media partnerships, content for the social media, Trophy Tour through Australia and New Zealand plus we managed the media accreditation process of 500 media and were onsite in the media centre during tournament week.
In excess of 100,000 tickets were sold to the event and there was media saturation the week prior and during tournament week.
Phillip Island Nature Parks
Island Nature Parks (PINP) is an award winning, not-for-profit organisation
best known for its little penguins.
As a client for almost ten years, PINP has consistently received national television across all free-to-air networks, national print, radio, major lifestyle and travel media as well as digital media outcomes,
cms continues to create new and innovative initiatives to attract visitors to PINP, including the biggest penguin nest built in Federation Square, Penguin Month 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.
For the Penguin Foundation cms secured ambassadors including Kylie Minogue, The Wiggles, Joan Rivers, Kerry-Anne Kennerley, Catriona Rowntree, Michael Klim, and Andrew Denton.
Corporate partnerships have been 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 and opportunities with MSO media partners 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 PINPs budget allocation.
PINP recently 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.
The Victorian Major Events Company seeks the services of cms on an ad-hoc basis to stage media announcements and provide briefing documentation pertaining to major events that are to be staged in Victoria. Our role includes 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 logistic and coordination elements of physical launches and photo opportunities.
Announcements cms has managed include ISAF Sailing World Cup, “Wicked” Musical, “Titanic” Exhibition, Football Federation Australian, Australian Masters, The Presidents Cup, DanceSport Championships, Snooker World Championships, Ironman and The Australian Masters Games and recently cms developed collateral for White Night Melbourne and Theatres Melbourne showcasing the cities event capabilities.
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.
Alannah and Madeline Foundation and celebrity engagement
The Alannah and Madeline Foundation appointed cms to engage celebrities for the 2012 Starry Starry Night and assist with driving 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 and Brynne and Geoffrey Edelsten 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 1000 attendees at Starry.