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Client and case studies

Client and case studies

The diversity of Weber Shandwick’s experience and expertise is reflected in the diversity of our client base.  From aviation to automotive and travel and tourism to telco, we apply the same level of rigour, discipline and insight to every one of our client engagements – with a healthy dose of creative dust sprinkled in for good measure.

Here is a selection of some of our work that really stands out from the crowd.

Image credit: Fourth on Lake Austin, Trey Ratcliff

Aperitivo Time!

Aperitivo Time!

William Grant & Sons / Consumer and Lifestyle

Launching Solerno in the Australian market
When William Grant & Sons released a new blood red orange liqueur in February 2013, Weber Shandwick was asked to develop a PR program that would generate awareness of the product, drive trial of the drink and communicate Solerno brand messages.

A two-phased campaign was created that would generate an initial spike in interest and sustain momentum for the second half of the year.

In addition to the general launch announcement to a wide range of media, key journalists were invited to brunch events in Sydney, Melbourne and Perth, allowing them to learn more about the brand, sample Solerno and speak to Global Brand Ambassador Jackie Patterson.

In order to drive trial for the drink and generate greater awareness for the Solerno drink, Aperitivo tastings were hosted at Bauer Media and Pacific Magazines – the two largest publishing houses in Australia.

Special, customised cocktail kits were created for top tier media, complete with ingredients on how to mak...

The highs and lows of parenting

The highs and lows of parenting

Fisher-Price / Consumer and Lifestyle

Fisher-Price uncovers what makes Australian dads tick
In 2013, Fisher-Price launched its ‘overjoyed, overwhelmed’ brand campaign, and the organisation was looking to leverage this through PR activity to connect with parents.

Weber Shandwick conducted research that found the forgotten overjoyed and overwhelmed parent is the father. To generate seasonal news coverage, a light-hearted, nationwide news survey was commissioned with Australian dads that have children aged 0-5 years. Fathers were quizzed on their funniest, awkward and embarrassing moments since becoming a dad.

NRL player, media personality, and new father Beau Ryan was appointed as spokesperson for the activity. Beau was made available for photo calls and interviews with print and broadcast media in the lead up to Father’s Day. Key Fisher-Price product was seeded with Beau’s daughter, providing content for his Instagram profile.

Media-friendly angles were identified by Weber Shandwick, and case studies were developed and pitched to media to add ...

Netgear

Netgear

NETGEAR / Technology

Increasing brand visibility
NETGEAR’s solutions spanned a wide range of customers and end users, requiring the company to communicate its “Smart IT” value proposition to multiple audiences. Channel and retail partners were becoming increasingly important and needed to be communicated to directly alongside end-users. In addition to demonstrating its solutions capabilities, NETGEAR needed to showcase that its products were indeed best-in-class and could stand out in a saturated marketplace that was driven by price and not necessarily value.

NETGEAR recognised that a diverse end user audience meant a diverse public relations program that showcased products and company expertise with the underlying “Smart IT” message. Weber Shandwick worked with NETGEAR to develop a targeted PR program that would reach the wide range of their customer base including general consumers, small-medium businesses, mid-enterprise IT managers and retail and channel partners. Instead of relying solely on new products and company news, the team developed a strat...

Taking philanthropy to new heights

Taking philanthropy to new heights

AMP Abseil For Youth / Consumer and Lifestyle

Launching the 2013 AMP Abseil For Youth event
Now in its fourth year, The Sir David Martin Foundation’s Abseil for Youth is an annual event that sees participants abseil 26 floors of the AMP high-rise building in Sydney’s CBD. In 2013, the SDMF aims to raise $500,000.

In contrast to previous years' activity, Weber Shandwick recommended making as much noise as possible prior to the event. An exclusive media preview event was hosted that would generate pre-publicity to drive registrations and encourage fundraising.

Key contacts from major media outlets across Australia were invited to take part in the abseil and speak to important personnel linked to the charity.

Professional athlete Lauryn Eagle and boxing legend Jeff Fenech also took part to raise the profile of the event, giving attending media additional photograph and interview opportunities.

 

22 items of traditional media coverage to date across print, online and broadcast media, including a full page photo and call-to...

NAVTEQ: Drive with confidence

NAVTEQ: Drive with confidence

NAVTEQ / Technology

The challenge for many B2B technology companies is how to generate mainstream consumer and news media coverage that will in turn influence their target business audience. The premise is simple: if the end user prefers my brand then so too will my target audience who leverages my offering.

NAVTEQ creates the digital maps and map content that power navigation and location-based services solutions. To continue to grow its local brand presence and create excitement for its newest innovation, Natural Guidance, Weber Shandwick worked with NAVTEQ to commission Galaxy Research to assess how stressed Australian drivers are on the road. The Australian Driver Stress Survey yielded compelling findings which allowed for the creation of provocative content in the form of The NAVTEQ Drive with Confidence campaign and created opportunities for NAVTEQ to discuss how it plays a crucial role in helping Aussies on the road.

Weber Shandwick developed a multi-pronged media strategy to maximise traction with tailored pitches across a number of key sectors a...

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