Project Description


The Brief

Carnarvon Energy (ASX:CVN) was conducting an exploration drilling campaign at its Pavo-1 field, a joint venture project with Santos located on Western Australia’s North West Shelf.

The campaign was a major success, with CVN confirming a significant hydrocarbon discovery and wanting to secure national publicity to do it justice.

The importance was two-fold – firstly the Company wanted adequate market recognition for the significance of the resource; and secondly it needed to rebuild a positive story externally, following a disappointing result from its Buffalo campaign months earlier.

CVN also announced a 48-hour trading halt, which gave Spoke a day to develop a customised media strategy.

Our Approach

  • Spoke deployed three media specialists to develop, implement and manage a targeted publicity campaign
  • A shortlist of Australia’s most prominent business, energy and resource journalists was created
  • In collaboration with CVN, Spoke identified the most compelling key messages to create the media pitch
  • During the trading halt, Spoke worked through the shortlist calling each journalist to flag the story opportunity and alert them to the pending announcement
  • To support the pitch, Spoke compiled a photo gallery including profile photos of the Company CEO, field maps, rig photos and supporting graphics
  • As the Company spokesperson, the CEO was briefed on interview requests and time set aside to dedicate his full attention to journalists following the story
  • Media management included post-announcement gatekeeping and on-the-day support for TV broadcast interviews, liaison with JV partner Santos’ media and investor relations teams and media monitoring to highlight coverage and news on other Company channels

The Results

  • Local, regional, national and international media exposure – estimated audience reach of more than 18 million
  • Cross-platform coverage across 14 print, TV, broadcast and digital news, trade and market analyst outlets
  • Front page of the Australian Financial Review
  • Two-page picture spread leading The West Australian Business section
  • Live, national TV interview with Sky News Business Editor Ross Greenwood
  • Major trade publications ran the story – Upstream, PESA News, Australian Pipeliner, Oil and Gas Today and Energy News Bulletin
  • Share price increased more than 14 per cent to close at a 12-month high after peaking more than 36 per cent higher earlier in the day
  • Approximately 50 million shares traded on the day of the announcement
  • Social media following grew and positive, meaningful engagement increased

Total combined reach: 18 million+

Project Details


Carnarvon Energy


March 2022

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