PR Campaigns in Australia - Top 10

Published on
May 14, 2024
PR Campaigns in Australia - Top 10
Table of Contents
Written by Arsh B.
PR Expert at PressContact. Communications and Media Studies graduate. Loves french-pressed coffee, democratic access to PR and football.
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Top PR Campaigns in Australia: A Comprehensive Analysis

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PR campaigns have become an important part of marketing and advertising because they help people learn about a brand and feel like they know it.

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Australia has run some of the most successful and creative PR campaigns in recent history.

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In this blog post, we will talk in depth about the best public relations campaigns in Australia. We will look at their history, creative strategies, and the results they got.

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We can learn from these campaigns and use them as models for future marketing efforts. We will figure out what made them work. If you have a campaign that you want to get to journalists in Australia, PressContact offers journalist contacts across 30 categories in Australia, ranging from Tech journalists to Fashion journalists!

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Tourism Australia's "Best Job in the World" Campaign

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History and impact of the campaign

Tourism Australia created the The "Best Job in the World" campaign in 200 It was an innovative way to get people to visit Queensland.

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For a six-month "job" taking care of the Great Barrier Reef, the campaign selected one lucky winner. It gave this winner the chance to earn AUD 150,000.

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People from all over the world wanted this amazing chance. Thus, the campaign got a lot of attention and media coverage around the world.

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Analysis of the creative strategy

The "Best Job in the World" campaign used social media and word-of-mouth to spread its message.

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By giving people a once-in-a-lifetime chance, the campaign appealed to their wanderlust. This made it popular all over the world.

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People also talked about their application videos and experiences with their peers. This further added to the buzz.

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Results and achievements of the campaign

The "Best Job in the World" campaign was a huge success. More than 34,000 video applications came in from 200 countries. Global media coverage of the campaign was worth an estimated AUD 390 million.

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The campaign won a lot of awards, including the prestigious Cannes Grand Prix for PR and Direct. It also helped Queensland get more tourists.

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Share a Coke by Coca-Cola

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History and impact of the campaign

Coca-Cola started the "Share a Coke" campaign in Australia in 201 The goal was to make the brand feel more personal to its customers.

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Coke put Australian celebrities' names on its bottles and cans as part of the campaign. This was to get people to share a Coke with their friends and family.

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This new way of making things personal and sharing them was a huge hit.

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Analysis of the creative strategy

Coca-Cola's "Share a Coke" campaign had the insight that people love seeing their name in print. It makes them feel special and acknowledged.

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By putting people's names on their products, Coca-Cola gave them a unique experience. This personalised experience touched their hearts.

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People also shared photos of their personalised Coke products online through social media. which helped spread the brand's message even more.

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Results and achievements of the campaign

Young adults in Australia bought 7% more Coke because of the "Share a Coke" campaign. During the campaign, Coke manufactured than 250 million personalised bottles and cans.

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The initiative got a lot of attention from the media. It was then put into place in more than 80 countries around the world.

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It also won a number of awards, including the Cannes Gold Lion.

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The ALS Ice Bucket Challenge in Australia

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History and impact of the campaign

The ALS Ice Bucket Challenge, which began in the United States, took Australia by storm in 201 The campaign aimed to raise awareness and funds for ALS research. ALS stands for Amyotrophic Lateral Sclerosis.

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It challenged participants to dump a bucket of ice-cold water over their heads. They then nominated others to do the same, and donate to the cause. The challenge quickly went viral, with celebrities, politicians, and everyday Australians joining in.

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Analysis of the creative strategy

The idea behind the ALS Ice Bucket Challenge was to use the power of social media to promote a serious cause. All this through a fun and interesting activity.

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People from all walks of life were able to take part in the challenge and share their experiences online. This is because it was easy and open to everyone. This created a sense of unity and camaraderie around a common goal.

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Results and achievements of the campaign

Motor Neuron Disease (MND) research got more than AUD 5 million from the ALS Ice Bucket Challenge in Australia.

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The campaign raised a lot of attention about ALS/MND. It raised more than USD 220 million in donations from people all over the world.

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The Ice Bucket Challenge also led to other viral charity challenges. This shows how social media-driven campaigns can make a difference in the real world.

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Qantas' "Feels Like Home" Campaign

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History and impact of the campaign

The "Feels Like Home" campaign for Qantas started in 201 It showed how much Australians care about their national airline.

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The campaign showed heartwarming stories of real Qantas passengers. It highlighted the moment of them getting back together with their loved ones. This showed how the airline helps bring people together.

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Analysis of the creative strategy

The campaign was about the emotional connection the brand has with its customers. It used powerful stories to make people feel at home and nostalgic.

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The campaign showed that the airline gave Australians memorable flying experiences. It did so by sharing real-life passenger stories.

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Results and achievements of the campaign

The campaign did a well to reinforce Qantas' position as Australia's national airline. It helped customers feel more connected to the company.

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Both the public and experts in the field liked the campaign. It won Qantas several awards, including the Mumbrella Award for Bravery.

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Meat & Livestock Australia's "Operation Boomerang"

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History and impact of the campaign

Meat & Livestock Australia (MLA) started "Operation Boomerang," in 201 It was a funny and provocative campaign to get people to eat Australian lamb on Australia Day.

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The ad had a character "Lambassador", who "saved" Australians living abroad. It saved them from not having lamb on Australia Day.

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Analysis of the creative strategy

"Operation Boomerang's" creative strategy relied on humour and a "tongue-in-cheek" approach. It intended to get people interested and start talking.

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The campaign about the cultural significance of Australia Day and the role of lamb in the celebration. It thus got a strong emotional response. It encouraged Australians to continue the tradition. of eating lamb with friends and family on this special day.

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Results and achievements of the campaign

"Operation Boomerang" was a huge success, and more lambs sold around Australia Day because of it.

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The campaign also got a lot of attention from the media and social media. It had millions of views and shares on different sites.

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"Operation Boomerang" won several awards. Including the Mumbrella Award for Best Ad of the Year.

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ANZ's "GAYTMs" Campaign

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History and impact of the campaign

In 2014, to celebrate Sydney's annual Gay and Lesbian Mardi Gras, ANZ Bank turned a few of its ATMs into "GAYTMs". These are ATMs with colourful designs that have to do with LGBTQIA+ people.

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The goal of the campaign was to show that the bank supported diversity and inclusion. It was also raising money for an LGBTQIA+ charity in the area. Check out the campaign video here.

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Analysis of the creative strategy

The "GAYTMs" campaign by ANZ was a visually striking. They were fun way to show that the bank is open and accepting of everyone.

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By turning ordinary ATMs into colourful works of art, the campaign caught attention. It got eyes of both the LGBTQIA+ community and the general public. It also helped to reinforce the brand values of ANZ.

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Results and achievements of the campaign

The "GAYTMs" campaign got a lot of attention in the media and on social media. This is because it was creative and had a positive message.

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ANZ for won many awards for its , including the Cannes Grand Prix for Outdoor. The campaign also helped the LGBTQIA+ charity Twenty10 raise more than AUD 20,000.

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Dove's "Real Beauty" Campaign in Australia

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History and impact of the campaign

Dove's "Real Beauty" campaign started around the world in 200 It meant to challenge society's ideas of beauty and encourage body positivity.

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The campaign went to Australia, where it used ads with real women. These women were of different sizes, shapes, and backgrounds. This diversity was to show the beauty of ordinary people.

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Analysis of the creative strategy

Dove's "Real Beauty" campaign used real, relatable pictures to challenge traditional beauty standards. This encouraged a broader view of what it means to be beautiful.

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Dove wanted to reach more people and change the way people think about beauty. Thus, they used real women instead of models in their ads.

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Results and achievements of the campaign

The "Real Beauty" campaign was well received in Australia. It started conversations about being happy with your body and having high self-esteem.

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Dove's brand identity as a supporter of diversity and real beauty was also strengthened by the campaign. This led to more brand loyalty and good feelings about the brand.

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The "Real Beauty" campaign has won a number of awards, including a Titanium Lion at Cannes.

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WWF's "Earth Hour" Campaign

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History and impact of the campaign

The World Wildlife Fund (WWF) started Earth Hour in 2007, and it was first held in Sydney.

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People, businesses, and governments turned off their lights for one hour. This was a part of a campaign to raise awareness about climate change. It was also to encourage people to use less energy.

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Analysis of the creative strategy

The idea behind Earth Hour was to make something simple, symbolic, and meaningful. It also had to have an effect on people all over the world.

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The goal of the campaign was to raise awareness about climate change. It also gave people the power to make a difference by asking people to do small things together.

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Results and achievements of the campaign

Since it started, Earth Hour has grown by leaps and bounds. Each year, millions of people in over 180 countries take part.

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The campaign has successfully made people around the world more aware of climate change. It has further led to a number of environmental projects.

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Earth Hour has made a big difference, which is why it has won a lot of awards. This included the Webby Award for Best Activism Website.

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Optus' "Clever Buoy" Campaign

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History and impact of the campaign

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In 2014, the Australian company Optus worked with marine researchers to create the "Clever Buoy." It was an innovative shark-detection system. It used sonar technology to find sharks and alert beachgoers. It did all of this through the Optus network.

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The goal of the campaign was to show how Optus's technology could be used in real life. It further addressed a pressing safety issue.

Analysis of the creative strategy

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In its "Clever Buoy" campaign, Optus solved a real-world problem. Thus, it showed how powerful and useful its technology is.

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It talked about shark attacks, which are a real worry for Australians. The campaign not only showed what Optus' network could do. It also positioned the brand as a socially responsible and innovative company.

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Results and achievements of the campaign

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The "Clever Buoy" campaign got a lot of attention from the media and the public. Many people praised the creative use of technology to keep people safe.

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The campaign also helped Optus' brand image. It positioned it as a company that thinks ahead and uses the latest technology.

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"Clever Buoy" won a number of awards, including a Cannes Lion for Innovation.

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Bonds' "The Boys" Campaign

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History and impact of the campaign

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Bonds, an Australian knickers company, started a campaign called "The Boys" in 201 This was to promote their new line of men's knickers. The campaign featured a pair of talking testicles.

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The funny ads for Bonds showed how comfortable and supportive their products are.

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Analysis of the creative strategy

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"The Boys" campaign for Bonds used humour and personification. This got people interested and made a memorable ad.

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It took a funny approach to the often-overlooked issue of men's comfort. Thus, the campaign was able to get people's attention and show what the brand had to offer.

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Results and achievements of the campaign

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The "The Boys" campaign was a success, getting a lot of attention and making a lot of noise both online and off.

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Bonds' men's pants sales went up because of the ads. TheyΒ  also helped the brand's reputation for comfort and quality.

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The campaign won several awards, including a Bronze Lion at Cannes.

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Conclusion

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The best public relations campaigns in Australia have shown how creativity and stories work. Further, emotional resonance can help connect with audiences and get real results.

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Marketers can use these campaigns as ideas for how to make marketing efforts that are powerful and memorable.

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Aside from knowing how well these campaigns work, it is important for businesses in Australia to tell journalists and media outlets their stories and get their messages across.

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PressContact helps with this.

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How PressContact Can Help You

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At PressContact, we specialize in helping businesses connect with journalists in Australia. Our comprehensive database of media contacts ensures that you can find the right journalists for your story. This allows you to effectively reach your target audience and achieve your PR objectives.

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Contact Journalists in Australia

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We offer a range of services designed to help you make the most of your PR efforts, including:

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  1. Access to our extensive database of Australian journalists and media contacts
  2. Tailored press release distribution to relevant journalists and publications
  3. Media monitoring and tracking to measure the success of your campaigns
  4. Expert advice and guidance on crafting compelling press releases and PR strategies

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Why Choose PressContact for PR in Australia

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PressContact has a vast history in providing Australian media contacts and media lists.

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PressContact can help you confidently navigate the world of PR. We have a deep understanding of the Australian media landscape and our dedication to customer success.

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Contact us today to find out more about how PressContact can help you reach your PR goals and make your campaigns in Australia more effective.

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