The Government of Western Australia

Brief

Secure earned media coverage supporting a skilled worker recruitment drive from the UK.

Strategy

Using Press Box PR’s extensive experience within newsrooms, the team worked backwards from the ideal headline it wanted to land. The team built a media strategy around identifying the most newsworthy hooks in the context of media coverage of the cost of living crisis and industrial unrest in the UK. This was at the heart of how the media would cover Australia's raid on the UK - and what would be of appeal to a British worker looking for a change of scenery. 

By offering stats, spokespeople and other multimedia content in an editorially friendly package, the team maximised media coverage by giving journalists and producers no reason not to cover the campaign. The team also made sure there was no need for them to carry out any additional research.

Press Box PR carried out a media round using a government minister as a spokesperson, working in conjunction with the government comms division as an extension of the team whilst on location in the UK.

Results

The team secured 161 pieces of coverage, including the front page of the Daily Star, a broadcast slot on BBC Radio 4’s World at One and television coverage on BBC World News and ITV’s prime daytime shows Good Morning Britain and This Morning. The TV appearances alone had an estimated reach of 21m and the campaign led to 40,000 new registrations from UK job seekers.

Find out how we can help your business, contact Jack at: hello@pressboxpr.co.uk