In early 2010 communikate et al was approached by the renowned not-for-profit organisation Sidney Myer Fund (part of The Myer Foundation) to develop and implement a national publicity campaign for the 2009 Sidney Myer Performing Arts Awards.
The Sidney Myer Performing Arts Awards is Australia’s most lucrative performing arts prize and is presented in retrospect for the preceding year’s work. The ceremony is held in a different Australian city each year with the 2009 winners being announced at Adelaide’s Tandanya National Aboriginal Culture Institute in March.
The primary objective of the campaign was to generate publicity around the awards and the winners on a national scale, while maintaining a strict embargo placed on the winner’s until the actual presentation was made.
communikate et al worked closely with arts journalists at the country’s leading newspapers and radio stations to generate coverage of the awards and coordinate interviews of the award winners following the ceremony.
National coverage across print, online and radio was achieved despite a limited publicity budget and immense competition for media space, as the awards ceremony coincided with some major arts festivals including the Adelaide Festival of Arts, WOMADelaide, and the Fringe Festival.
communikate et al’s strategic publicity campaign ensured that the Sidney Myer Performing Arts Awards was on the radar of senior arts writers, generating substantial media coverage across the country and a very satisfied client.
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