Project Description


The Brief

Australia’s leading safety boot supplier, Steel Blue, was preparing to launch a new AU$2m manufacturing facility at its WA headquarters in Malaga. The milestone was significant, doubling local capacity to supply the national mining sector, while also coincidently, the Company was celebrating its 25-year anniversary.

Spoke was engaged to support event management, confirm the involvement of WA Premier Mark McGowan, cabinet ministers and local members, as well as manage the attendance and catering for 150 guests. The scope included developing a targeted media strategy, copywriting of media releases, speeches and government briefing papers, determining relevant marketing tactics to leverage the occasion, and overall ensuring we optimised exposure of the Steel Blue brand.

Our Approach

Spoke deployed a team of four PR and events specialists to partner with Steel Blue’s internal marketing team. Our role was responsible for managing all Government relations – preparing a range of targeted briefings, liaison with the Premier’s office and conducting briefing sessions as required.

A content strategy was also developed to publish social channels with ‘native’ content leading up to and following the event, including LinkedIn, Facebook and Instagram.

From a digital perspective we filmed and produced a series of video Q&As with Steel Blue representatives, drafted media releases, speeches and key messages, conducted media training and managed journalist engagement.

On the day of the event we were on site to schedule tours of the facility, ensure proceedings ran smoothly, set up AV equipment –wireless streaming of speeches to several TVs around the venue to ensure guests adhered to social distancing, greeted government officials, instructed media and oversaw interviews.

The Results

  • Attendance and interviews conducted with Network 10, Business News (online and daily)
  • Attendance from WA Premier, Mark McGowan, several other Members of Parliament including Hon. Rita Saffioti MLA, Dr Anne Aly MP, Stephen Price MLA and Stephen Price MLA
  • Interest in ongoing newsflow and publicity opportunities from various media outlets
  • Feature on Premier’s Facebook and Instagram, and on the record saying “Steel Blue boots are more comfortable than Nikes…”

Project Details


Steel Blue


January 2021

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