Landcare
Leveraging Landcare Awards Week and celebrity ambassadors we gained an incredible amount of mass media coverage to raise brand awareness and drive environmental action.
Executive Summary
Landcare Australia works collaboratively with federal, state and local governments, corporate partners and sponsors, and individuals, to deliver hundreds of projects annually through the volunteer efforts of local community groups, indigenous groups, and the more than 5,400 Landcare and Coastcare groups across Australia.
The Challenge
Landcare is a national network of thousands of locally-based community groups who care for the natural resources of our country. Polkadot Communications was hired to promote the National Landcare Awards.
To work with the individual constituents to promote their local initiatives.
To work around the demands of well-known ambassadors and ensure all spokespeople are fully briefed on campaign objectives.
To promote the winners of each category.
Our Solution
Step #1
Promoted Landcare Australia’s regional and rural community groups in their local press to showcase what they were doing to contribute to the National Landcare Awards.
Step #2
Coordinated photo shoots and press interviews with TV stations and newspapers to replicate key activations held during the Awards month.
Step #3
Utilised the Awards’ brand ambassador Catriona Rowntree for press interviews.
Results
Polkadot Communications ran a successful campaign for Landcare securing predominantly broadcast and TV coverage as well as local media promoting the individual constituents of Landcare.
Our campaign resulted in more than 65 print clippings, 30 radio clippings and 22 online clippings. The campaign and event incorporated national celebrity ambassadors including Catriona Rowntree.
Campaign Stats
- Month #1 – Clippings 20%
- Month #2 – Clippings 30%
- Month #3 – Clippings 45%
- Month #4 – Clippings 65%
- Month #5 – Clippings 85%
- Month #6 – Clippings 100%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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