Project Description


The Brief

In August 2021 Intertek opened one of the world’s largest and most technologically advanced mineral laboratories, in Perth.

The Intertek Minerals Global Centre of Excellence provides Australian and international mining and minerals producers and explorers with some of the most innovative analysis and testing services, all housed under one 20,000 sqm roof. The new facilities incorporate a broad range of innovative robotic technologies, state-of-the-art analysis processes and a strong focus on sustainability.

The Company partnered with Spoke to promote the opening of their largest minerals laboratory in the world, through an industry event and media exposure.

Our Approach

  • A six-month campaign culminating in an official launch event at the new Maddington headquarters
  • Spoke deployed a team of three event and communications experts to deliver the project
  • Developed and executed a customised event plan utilising our trusted suppliers for photography, staging and catering
  • A targeted media plan, leveraging an extensive network of key business, trade and news contacts
  • An exclusive media event, including a behind the scenes tour of the state-of-the-art facilities and interviews
  • A private launch event, with key guests from WA’s mining and exploration industries in attendance, including existing and potential clients
  • Secured WA Minister for Mines and Petroleum, Bill Johnston to officially open the Intertek Minerals Global Centre of Excellence
  • Targeted media and public speaking training supported with one-on-one media interview support
  • Positioned Senior Vice President in the media as an industry expert

The Results

  • A highly successful VIP launch event, attended by more than 100 leading mining and exploration guests
  • Extensive local and national media exposure in 11 outlets, including news, business and trade publications
  • National media coverage across TV, radio, print and online
  • Widespread WA media coverage including The West Australian, Business News, Pilbara News, Midwest Times, South Telegraph, Broome Advertiser and Albany Advertiser
  • Highly targeted media exposure in mining publications including Australian Mining, Australia’s Mining Monthly, The Australian Mining Review and Mining News
  • WA Premier Mark McGowan utilised the new facility as a backdrop for a press conference announcing the $100 million Investment Attraction and New Industries Fund, generating additional media exposure
  • Premier McGowan received a tour and briefing of the Intertek facilities

Total campaign reach: 2.75 million

Project Details




August 2021

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