Project Description


The Brief

WesTrac is one of the largest authorised Caterpillar equipment dealers in the world. For more than 25 years, the company has provided customers in the mining and construction industries with support across Western Australia, New South Wales and the Australian Capital Territory. In January 2020, WesTrac announced its latest venture – an autonomous equipment training facility in Collie, regional WA. Spoke was engaged to assist with media and government relations, and to drive a community and stakeholder engagement program, as well as help deliver a ground-turning ceremony to mark the announcement.

Our Approach

Spoke worked with WesTrac to identify target media and other audiences, prepare a range of targeted information for government, local business, unions and other stakeholders, then conducted briefing sessions as required.

To create positive community buy-in, Spoke recommended an advance briefing for the editor of local news service The Collie Mail. A media release was also drafted that enabled the newspaper to run an exclusive article on the day of the event, while other journalists were briefed in advance and invited to attend, but publication/broadcast was embargoed until after the event.

By the time the ground-turning ceremony came about, the preparation work had paid off with a significant media contingent in attendance and a positive response from all stakeholders.

The Results

  • Exclusive media briefing before the event delivered widespread positive feature coverage
  • The event was attended and involved the Premier of Western Australia Hon Mark McGowan
  • Rapport developed with key media contacts
  • The relationship between Spoke and WesTrac has grown into other national projects


  • ABC TV | Seven West News | GWN Seven | The West | Business News | Perth Now | Mining Monthly | The Collie Mail | Mining Technology

Project Details




February 2020

Project Gallery