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Sharing Cultures: Post Cronulla (Media Relations)
Australia is among the world's most successful multicultural countries but the Cronulla Beach riots in December 2005 caused many people to think afresh about the diversity in our community.
The aftermath of Cronulla made the Australian Government’s Living in Harmony initiative more important than ever. Living in Harmony is a series of programs promoting community harmony and identifying and tackling issues of prejudice. It also includes Harmony Day. Each year this national day on 21 March highlights the value and importance of Australia's cultural and linguistic diversity.
For the past five years Maine Street Marketing has assisted the Department of Immigration and Multicultural Affairs with Harmony Day. We have provided strategic advice on campaign development and media relations and developed partnerships with leading television channels, newspapers, radio stations and media buying agencies.
Starting with 300 media items in 2001 the growth in Harmony Day media coverage has been impressive. In 2006:
- There were 2,085 media articles related to Harmony Day.
- This reflected a 135% increase in television and radio volumes over 2005 results.
- Total audience reach for Harmony Day 2006 was 58.2 million or nearly double the 2005 reach.
- Advertising space rates for the volume of editorial media coverage approached $1.85m.
- Just under half a million dollars in no-charge publicity was also achieved: a 40% increase on 2005.
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