How We Do It

How We Do It

Purser Corporate Communication is a traditional public relations firm offering a tailored, integrated strategic approach. We work with our clients to further their business objectives.

Case Study: Activating a community

Special Olympics 2013 Asia Pacific Games

Special Olympics 2013 Asia Pacific Games

The project:

Opening Ceremony

The brief:

We had worked closely with members of the Games Organising Committee as part of the Clubs NSW Newcastle & Hunter Champions of Volunteering program {LINK to Champs CASE STUDY}. Following the successful completion of that project the committee engaged our services to support the promotion to sell out Hunter Stadium for the Opening Ceremony.

Our strategy:

A strategy of engagement was developed in partnership with the Champions program and employed existing marketing and communication tools to promote sales. The strategy was divided into two key areas: activation and engagement in delivering Opening Ceremony promotion, and supporting the Games Management team.

Execution:

We pulled together a leadership team headed by the Newcastle City Council lord mayor and the NSW local member for parliament. It also included all the major stakeholders of the Games and set in motion co-ordinated communication and marketing activities. One of the major obstacles was that much of the management of the Games was being co-ordinated from Sydney and Melbourne.  With our clear and concise strategy, we were able to redirect the focus to local engagement and provided promotional tools to help drive awareness and sales. Letters on behalf of the lord mayor were sent to Newcastle City LAC, Rural Fire Service, Hunter Surf Life Saving, Westpac Rescue Helicopter Service, and primary and high schools across the region asking for their support by attending the event. The key message was about Hunter people coming together as a community to support a great event. A series of NBN TV commercials and radio Community Service Announcements made up part of a full suite of promotional tools.

Outcome:

This communication campaign was successful in bringing together a huge number of people at Hunter Stadium for the Opening Ceremony. More than 2,500 athletes and 6,000 international spectators joined the local community in celebrating one of the most significant events the Hunter region has hosted.

The success of the Opening Ceremony translated into greater public engagement across the duration of the Games, which was underscored by daily media coverage and commentary. The success raised the profile of the organisers of the Games who have since been used as part of valuable collaborations with Purser Corporate Communication.

Services:

Integrated communication strategy, marketing collateral and networking

119 King Street Newcastle NSW
PO Box 2374 Dangar NSW 2309

Phone 02 4962 4577
pp@purser.com.au

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