“I really enjoyed working with you on this event. You’ve been absolutely awesome to work with and I really hope that we get to work on something really exciting again in the future.”

– Jayne Whitehead, Fitzgibbons International

The client:

Sally Fitzgibbons is a high profile, professional Australian surfer. As part of the launch of Sally’s new fitness program/app, ‘Train like Sally’, we worked with her to hold a public workout in Geelong and secure media coverage ahead of the event.

What was involved/The challenges:

  • Securing local coverage with Geelong newspapers, magazines, radio and influencers based in the region
  • Because there are only a small number of media outlets in regional towns, we had to be creative and think outside the media square. We found a number of different local organisations to align with to promote the event as well (through ticket giveaways and other initiatives). This included a local homebuilder, Geelong Marathon, Geelong Mums group and a local university.
  • Securing wider, more national coverage as well, which required us to tweak the messaging slightly. We achieved great coverage in the Herald Sun (by focusing more strongly on the launch of her app, with a small mention for the Geelong event) and a live cross with The Project (Channel 10) by focusing on commentary about her current position in the world surfing tour.
  • Leveraging Sally’s love of the Geelong Cats to get some footy players involved in picture opps for the event.
  • We also took the opportunity to use her event to approach national magazines about profile opportunities and secured placements with Women’s Fitness, Women’s Health and Natural Health Magazine.

    Results:

    31 media clips (inc Triple M, The Project, Herald Sun, Geelong Advertiser, K-Rock FM)

    Reach: 17.45 million

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