2022 Winners & Shortlists

Why is this work relevant for PR?

This media relations project was, quite literally, competing for attention against the rest of the world. In 2018, Australia’s Department of Foreign Affairs & Trade awarded PR responsibility for its thematic, ‘Blue Sky Dreaming’ pavilion at Dubai Expo 2020. The respective launch project was vying with 192 other nations to beguile media-industry imagination, and a first mover approach ensured the pavilion became the first to launch at the prestigious showpiece — snagging the spotlight. The activation primed Australia’s impactful Expo dialogue: a spectacular statement about its economy, culture and ambition, announced on a global stage

Background

The overarching theme of 'Blue Sky Dreaming’ was designed by the client to showcase a nation that draws on 60,000 years of history, culture, cuisine, and innovation,as the nation generates fresh thinking to tackle common issues. The creative idea for this launch project was curated to amplify the idea and manage the message across respective PR regions — highlighting an immersive pavilion where visitors could experience Australia's cultural tapestry and contributions to the world. As pre-Expo excitement built, so did the strategy blueprint. However, as Australia primed itself for a year of communications leading to the launch, the country suffered a spate of natural disasters including fires, floods and plagues and, of course, Covid-19. In this context, the Expo pavilion was a beacon of positivity: an opportunity to reconnect with the world, build new business relationships, and to shine a light on Australian optimism, resilience and ingenuity.

Describe the creative idea (20% of vote)

The official media briefing was based on the original, pre-delayed Expo strategy, but also carefully adjusted after a media audit to understand the present sentiment. It was decided to use first mover advantage and be the first country pavilion to launch to the media at Expo 2020 Dubai.(A plan which forged ahead despite an incomplete pavilion, to seize the media spotlight; images were deftly taken amidst the construction). Working closely and transparently with journalists was at the forefront of the creative mission, to communicate a nation’s compelling narrative with media mentions across TV, print, digital and radio. During the event itself, media relationships were cultivated to deliver a taste of the pavilion’s business programming and visitor experience, while celebrating Australia’s diversity and collaboration.The PR strategy provided access to key data, and also to influential figures: in-attendance media were afforded one-on-ones with the Commissioner General and Deputy Commissioner Generals.

Describe the PR strategy (30% of vote)

Primary research was conducted to gauge the perception of Australia and its participation in Expo 2020 Dubai, helping determine the objectives, priorities, and key messages per target market and sector. The discovery phase required hundreds of hours of research and analysis into foreign trade policies, bilateral trade agreements, tourism research, and education priorities in addition to interviews with major stakeholders and trade advisors. The strategy evaluated the options and presented the best solution — it didn’t need to be re-written each time Australia faced a setback, it merely required realignment to promote the region as an easy gateway to 3.2 billion people (with a collective GDP of USD 432.6 billion in the Middle East, Africa and South Asia). The foundations and premise were solid. Since first engagement, the tactical solutions were re-adjusted and adapted with every major on-ground situation, but the strategic analysis remained robust because it was well-informed.

Describe the PR execution (20% of vote)

Understanding the oncoming wave of Expo-related narrative, it was important to be the first to tell the story: the Australian Pavilion was introduced before the launch of Expo 2020 Dubai, seizing the moment. The focus was on first mover advantage, with a media brief ensuring early engagement, building long term relationships, providing ease of access, and reflecting a total commitment to partnerships. It was not only about being first, however, but being most comprehensive. Key broadcast media were granted full access to the visitor experience (the only pavilion to do so). Concise, transparent communication of facts and figures was delivered to reporters giving a truthful gauge of the event’s success. Multi-lingual FAQs and Fact Sheets were developed to ensure clarity of Australia’s key messaging. For accompanying visuals, a video evoked an emotional connection around the theme, with scenes encapsulating Australia’s incredible nature, ages-old folklore, stunning cityscapes and diverse modernity.

List the results (30% of vote)

- 93% message penetration with the key messages, with a reach of 509,068,994 total impressions - Increased and sustained volume of media requests over the duration of the Expo - Achieved key message penetration with an average Impact Score* of 173 (Target was between 150-200) - Total Impact Score of 9845* - 57 UAE positive media mentions — including on Arabian Radio Network (ARN), Dubai TV and Abu Dhabi TV - Video of the launch was posted on social media channels of Expo Australia and the Australian Trade and Investment Commission (Austrade). It was viewed over 7,000 times and has received no negative commentary or questioning of Australia's commitment. - 50/50 consumer and business media (and key message penetration), optimising reach, penetration and impact - Attendance from 66 media representatives at the media briefing, conducting 7 broadcast interviews (TV), 9 broadcast interviews (radio) and 10 print interviews