Next Level PR | Iconic Australian PR Campaigns: A Retrospective

As Australia Day approaches, it's an opportune moment to reflect on the public relations (PR) campaigns that have not only captured the nation's spirit but also garnered international acclaim. This retrospective delves into some of Australia's most iconic PR initiatives, analysing the strategies behind their success and the lessons they offer for PR practitioners.

In October 2022, Tourism Australia launched the ‘Come and Say G'day’ campaign, aiming to rejuvenate the tourism sector post-pandemic. Central to this campaign was a CGI-animated kangaroo named Ruby, voiced by actress Rose Byrne, who embarked on adventures across Australia's iconic landscapes.

The campaign was disseminated across 15 key international markets, utilising a mix of short film, television commercials, print and digital media to invite the world to experience Australia's unique offerings.

Strategies and Outcomes

The campaign's success can be attributed to several key strategies:

• Emotional storytelling: By personifying Ruby, the campaign created an emotional connection with the audience, making the message more relatable and memorable.
• Multi-channel approach: Leveraging various platforms ensured broad reach and engagement across different demographics.
• Cultural representation: Showcasing Australia's diverse landscapes and culture appealed to international travellers seeking unique experiences.

This approach not only enhanced Australia's brand image but also contributed to a significant increase in international visitation, with numbers rising from 50% to 80% of pre-pandemic levels within a year of the campaign's launch.

2. Reckon: 'Startup Cities' Digital PR Campaign

Reckon's 'Startup Cities' campaign evaluated the top 50 most populated Australian cities for startup viability, analysing 18 essential socio-economic factors. This data-driven approach positioned Reckon as a thought leader in the startup ecosystem, providing valuable insights for entrepreneurs and stakeholders.

Strategies and Outcomes:

• Data-driven content: Providing valuable information based on comprehensive research attracted media attention and audience engagement.
• Thought leadership: By sharing insightful content, Reckon established itself as an authority in the startup domain.
• Targeted outreach: Focusing on the startup community allowed Reckon to connect with a specific, engaged audience.

This campaign demonstrates the power of data-driven content in establishing authority and engaging target audiences.

3. Meat & Livestock Australia: 'Lambnesia' Campaign

Meat & Livestock Australia (MLA) has a history of memorable campaigns promoting lamb consumption, particularly around Australia Day.

The ‘Lambnesia’ campaign featured a humorous narrative where the protagonist Sam Kekovich, suffering from amnesia, rediscovers his Australian identity through iconic national experiences, culminating in the enjoyment of lamb. This campaign cleverly tied the consumption of lamb to national pride and cultural identity.

Strategies and Outcomes

Key elements of the campaign included:

• Humour and relatability: The use of humour made the campaign enjoyable and shareable, increasing its reach.
• Cultural references: By incorporating quintessential Australian experiences, the campaign reinforced a sense of national identity.
• Call to action: Encouraging Australians to include lamb in their Australia Day celebrations directly linked the product to the occasion.

The ‘Lambnesia’ campaign not only boosted lamb sales during the promotional period but also reinforced MLA's brand as a staple of Australian culture.

4. Tourism Queensland: 'Best Job in the World' Campaign

In 2009, Tourism Queensland launched the ‘Best Job in the World’ campaign, aiming to promote the Great Barrier Reef. The initiative offered a six-month position as the ‘Caretaker of the Islands of the Great Barrier Reef’, based on Hamilton Island, with responsibilities including blogging, photo diaries and media interviews to promote the area.

This innovative approach garnered global attention, receiving 35,000 video applications from 200 countries. The campaign significantly boosted tourism interest in Queensland, showcasing the region's attractions to a worldwide audience.

Strategies and Outcomes

• Global recruitment drive: The campaign was structured as a worldwide job search, inviting applicants to submit a 60-second video application explaining why they were the ideal candidate. This approach not only broadened the reach but also engaged participants actively.
• Digital and social media integration: Leveraging the burgeoning power of social media in 2009, the campaign encouraged sharing of application videos across platforms, creating a viral effect. The official website became a central hub for information and applications.
• Media engagement: By framing the job as ‘The Best Job in the World’, the campaign naturally attracted media attention. The unique concept led to extensive coverage from global news outlets, amplifying its reach without proportional advertising expenditure.
• Public voting mechanism: Incorporating a public voting element allowed audiences to engage by supporting their favourite candidates, further increasing interaction and investment in the campaign's outcome.

The campaign's results were remarkable, with the website receiving over four million hits per hour on the first day with an estimated AUD$430 million in global publicity value.

5. Qantas: 'Feels Like Home' Campaign

Launched in November 2014, the campaign featured real stories of five Qantas passengers travelling back to Australia, capturing their heartfelt reunions with loved ones at the airport. Filmed in various locations worldwide, including London, Santiago, Los Angeles, Hong Kong, the Pilbara and Sydney, the series showcased authentic experiences of individuals coming home.

Strategies and Outcomes

• Customer-centric approach: By focusing on real customer stories, Qantas demonstrated a commitment to understanding and connecting with its audience on a personal level.
• Brand positioning: The campaign reinforced Qantas' image as a national carrier that brings Australians home, differentiating it from competitors.
• Emotional marketing: Utilising emotional storytelling, Qantas aimed to build stronger brand loyalty and customer engagement.

The campaign was well-received, with social media content generating extremely positive sentiment and significant reach. The decision to revive the campaign in 2023 also indicates its effectiveness in connecting with the public.

Lessons for PR Professionals

Analysing these campaigns reveals several key takeaways for PR practitioners:

1. Embrace storytelling: Craft narratives that resonate emotionally with your audience to create lasting impressions.
2. Utilise integrated communications: Leverage multiple platforms to ensure a unified and widespread message.
3. Leverage consumer insights: Understand and address your audience's needs and concerns to build trust and relevance.
4. Establish thought leadership: Share valuable, data-driven content to position your brand as an industry authority.

By incorporating these strategies, PR professionals can develop campaigns that not only capture attention but also drive meaningful engagement and results.

Ahead of Australia Day, companies have a unique opportunity to engage with the public through thoughtful and strategic PR campaigns. By learning from past initiatives and embracing authenticity and strategic timing, brands can navigate the complexities of national identity and public sentiment, fostering meaningful connections with local audiences.