Project Description

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The Brief

In January 2020 NextSeaWell launched a new ship building venture to provide a healthier form of transport for livestock. NextSeaWell aimed to make the industry more sustainable and improve animal welfare outcomes by building low carbon emission ships with capacity to carry about 11,000 cattle. The ships designs were to feature high-tech temperature control systems to reduce heat stress on livestock in transit, improve ventilation and overcome negativity associated with the live export trade. The Company partnered with Spoke to promote the launch of its sustainable livestock carriers, through consistent and positive media exposure.

Our Approach

  • Spoke developed an integrated media strategy that combined structuring international and mainstream national media to drive publicity of the new venture
  • A media exposure plan targeting mainstream news and business media as well as agricultural and transport trade publications was created, targeted to the audiences that mattered most to the client
  • Leveraged our extensive national and international network of media contacts
  • Coordinated concentrated interview and photograph opportunities and media simulation for the client, who was located in New Zealand at the time the campaign rolled out

The Results

  • Global media coverage across print and online mediums
  • Widespread, highly targeted media exposure in agricultural and transport publications including The Australian Financial Review, Tradewinds, The Medi Telegraph, Splash 247, Farm Weekly, Farm Online, Farming Ahead and Beef Central
  • A highly successful launch campaign, total of 10 articles published across a range of media in Australia, New Zealand and globally
  • Extensive national and global media exposure through 16 outlets, including business, agricultural and transport sector specific outlets
  • Avoided critical or negative exposure during the campaign, which was built around the highly sensitive live export market

Total combined reach: 3.63 million+

Project Details

CLIENT

NextSeaWell

PROJECT TYPE
PROJECT DATE

January 2020

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