Museum Of Australian Democracy Promo, Case study UNCENSORED CONVERSATIONS by Porter Novelli

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Australia
Agency Porter Novelli
Released January 2013

Credits & Description

Category: Media, Arts and Entertainment
Product/Service: MUSEUM
Senior Account Manager: Hayley Kerrigan (Porter Novelli Sydney)
Chief Executive Officer: Lisa Tantillo (Porter Novelli Sydney)
Account Executive: Alice Bruce (Porter Novelli Sydney)
Managing Director: Richard Muller (Porter Novelli Sydney)
Media placement: Speaker Photography And Behind-The-Scenes Video - 92 Pieces Of Coverage Including ABC Big Ideas, Canberra Times, Triple J And News - April 2010
Media placement: Press Release - As Per Photography/video Above - April 2010
Media placement: Social Media - Twitter, Facebook - April 2010
Media placement: Events (X3) - Kings Hall, Museum Of Australian Democracy - 11 May 2010

Summary of the Campaign
When the Museum of Australian Democracy (MoAD) issued a tender for PR agencies to pitch ideas for increasing its visitor numbers, we developed a response based on the insight that Australians instinctively know democracy is important but can’t verbalise the reasons why.

Our winning proposal - a series of events entitled Uncensored Conversations - identified newsworthy topics then secured engaging speakers who would garner widespread attention. By pushing traditional boundaries with our choice of speakers, we extended the event appeal and helped a wider demographic of Australians develop a better understanding of what democracy means in today’s society.

Uncensored Conversations was the result of months of planning and careful implementation. Media and consumers were top of mind for every decision made, which influenced the campaign’s ultimate success. The events created ongoing opportunities for a consistent flow of national media coverage, while our carefully developed campaign content used video, imagery and words to tell a story that brought the campaign to life and generated significant social media buzz.

MoAD reported that the events garnered four times the attendance of any previous function, while the media relations campaign delivered a reach of 74 million (the population of Australia is 21.8 million).

The Situation
MoAD, located, in Canberra, ACT, is the first and only museum in Australia dedicated to telling the story of our democracy. After opening to the public in May 2009, MoAD needed to drive mainstream awareness and increase visitor numbers.

The Goal
We were tasked with driving national awareness and encouraging visitation to MoAD by domestic tourists visiting Canberra.

The PR campaign objectives were:
- modernise the perception of MoAD by developing a campaign that makes democracy relevant and interesting; and
- build awareness of MoAD by securing at least 60 pieces of media coverage and 6.5million audience impressions nationally.

While the campaign targeted a mainstream audience, MoAD’s bullseye target consisted of:
- white collar workers aged between 35 and 49; and
- socially aware, lovers of local culture, the arts and historical places.

The Strategy
Research indicated that Australians knew democracy was important but could not express why. Our strategy therefore focused on demonstrating the relevance of democracy to Australians in their everyday lives. Our aim was to inspire the target audience to become curious and inquisitive by sharing in the stories of influential Australians who are living examples of our democracy.

To deliver this, we developed Uncensored Conversations, a thought-provoking speaker series that saw inspirational Australians share their stories to an open audience. Each speaker had done something extraordinary and each story demonstrated the core values of our democracy.

Uncensored Conversations is a creative, original public relations-led platform that:
- created a reason for people to visit MoAD that had relevance to both MoAD’s core purpose and the target audiences’ lives;
- depoliticised the concept of democracy;
- modernised the image of MoAD to create talkability; and
- developed newsworthy content for media.

The campaign was unveiled to the public in April 2010. To maximise touch points, we combined the event series with a wide-reaching media relations campaign across traditional print and broadcast, online and social media.

We negotiated a television exclusive for all events to air nationally on ABC’s Big Ideas program.

Recordings were made available as podcasts on the MoAD website, while a behind-the-scenes video was developed for online media and successfully placed on a variety of popular websites including the homepage of News Ltd news sites nationally.

We established and managed a MoAD Twitter page, sharing event news and encouraging attendee commentary. Each speaker was encouraged to spread awareness via their own social networks.

An exhibition of portraits of the speakers, shot by renowned celebrity photographer Robin Sellick, provided additional content for media and gave attendees a reason to return to MoAD.

No refinements to the original strategy were necessary.

Documented Results
Our solid strategy, creative idea and flawless execution resulted in a contemporary, newsworthy campaign that garnered the support of key opinion leaders, media and consumers.

We achieved 92 pieces of quality print, online, television and radio coverage across mainstream media and targeted arts/entertainment media that reached our core target audience.

Our issues preparation and thorough spokesperson briefings ensured that 100% of coverage included positive campaign key messages.

Campaign imagery was included in 80% of coverage (excluding radio) and the overall reach was 74 million (Australia’s population is 21.8 million).

The campaign achieved a low cost-per-thousand CPM of $1.45 (against a target of $10.69).

More than 436 people registered to attend the event series; a significant increase on the stretch target set by MoAD of 300 attendees.

As the most successful MoAD campaign ever, a second Uncensored Conversations series will be rolled out in 2011.