Access PR conceived and executed an extraordinary one-night-only media event, A Night in the NT, that brought the Northern Territory to Sydney. It was the first multi-sensory event of its kind for the client.
We managed every aspect of event production from conception to delivery and RSVPs, from bringing in red sand to working with the light installation creative team, bringing in NT chef Zach Green for cooking demonstrations and giving guests a VR experience.
We were thrilled to have 45 ‘tier one’ media attend, establish 13 new media relationships for the client and see our concept now being rolled out across different markets.Tourism NT website
Access PR was appointed by the NSW Government agency managing the Barangaroo foreshore development, with a key objective to shift public opinion and cynicism around the project and bring people to the precinct.
In the first year, we converted influential sceptics into vocal advocates and transformed the conversations from mostly negative in 2015 to 92.4% positive in 2016.
Since then, we have continued to build positive sentiment and dramatically increased visitation to Barangaroo.
We have run highly successful campaigns for Barangaroo’s program of cultural events including Blak Markets, NAIDOC Week, New Year's Eve, Sculpture at Barangaroo, Sounds of Barangaroo, VIVID Sydney and more.Barangaroo Development Authority website
Access PR is privileged to provide diverse communications, marketing and publicity services for Australia’s gateway, Sydney Airport.
Our remit began in 2014 and now covers both Retail and Parking and Ground Transport, including media releases, media pitches, stakeholder communications and event support.
Access PR has supported a number of significant projects, including the T1 International terminal improvements program and the revitalised T2 Domestic casual dining precinct.
We have also been instrumental in driving coverage of the launch of Australian first, airport first and new to airport brands across retail, dining, food and beverage.Sydney Airport website
Parrtjima – Festival of Light
Northern Territory Major Events Company (NTMEC) delivers and supports significant sporting, cultural and entertainment events in the NT.
NTMEC engaged Access PR to launch the inaugural Parrtjima Festival, a free indigenous festival of light held in Alice Springs over ten nights. With no community or brand recognition to lean on, we were tasked with not only driving attendance to the festival but also building the Parrtjima brand.
We executed a strategic, multi-channelled approach across owned and earned media that celebrated the wealth of stories and striking artworks. We secured and coordinated international media familiarisations with major international publications and developed a social strategy that amplified stories beyond traditional outlets to grow a strong online community of advocates for subsequent years.
In 2018 we continue to work with NTMEC on our third Parrtjima, building on the success of the previous events, engaging with advocates and creating new ones to ensure the Festival of Light remains top of mind among key audiences nationally and abroad.Northern Territory Major Events Company website
MCA first appointed Access PR to provide publicity for its major exhibition Chuck Close: Prints, Process and Collaboration and we have since supported on a suite of others, including Taking it all away: MCA Collection, Light Show, Grayson Perry, Primavera, Mikala Dwyer: MCA Collection, Being Tiwi, Tatsuo Miyajima.
Our remit also expanded to raise awareness for other key events and initiatives, talks and partnerships including: Why Painting, a collaboration with National Art School, Spring Yoga Series, a collaboration with Lululemon, The Pop-Up Gin Garden, The MCA Food Fight: battle for food security and a partnership with Airbnb.Museum of Contemporary Art, Australia website
Access PR first partnered with Starlight Children’s Foundation in 2012 and as part of that relationship, we have worked across major campaigns, including exclusive fundraising dinners and milestone wish-granting initiatives.
To build awareness for the 9000th wish granted, we developed a creative campaign that the Foundation considered the program’s most successful PR-led campaign to date. It captured the hearts and minds of national and international media, drove awareness around the wish-granting program and spotlighted major program partner, Virgin Australia.
The success of this campaign hinged on the story of young Gabriel Cipriano and his wish to follow in the footsteps of his hero, Crocodile Dundee. We undertook a mass media relations campaign, managed to get Paul Hogan himself to film a special video for Gabriel and hosted a media event at Gabriel’s primary school that prompted widespread coverage across major TV, print, radio and online outlets in Australia and around the world.
And it made a very sick little boy very happy.Starlight Children’s Foundation website
Access PR works as an extension of the Art Gallery of NSW’s in-house communications team on its annual schedule of major exhibitions. Most notably, this includes Australia’s preeminent annual art prize, the Archibald.
In 2017 alone, we worked on the following major exhibitions:
Guide Dogs NSW/ACT is the leading provider of Guide Dogs and orientation and mobility services for people with sight loss. Access PR first partnered with Guide Dogs NSW / ACT in 2013 to raise awareness of key issues facing Guide Dog uses tied to International Guide Dog Day.
In 2015, we launched the ‘Respect my Uniform’ campaign that sought to reduce Guide Dog distraction and keep handers, and their Guide Dogs safe across the state.
Following the rollout of a traditional PR campaign that leveraged everyone’s love of cute puppies, we secured more than 176 editorial stories, including an ABC TV and online exclusive that went viral and became the network’s second highest performing online story of the year, attracting 8.3 million views, 31K likes, 2K comments and a staggering 149,000 shares.Guide Dogs NSW / ACT website
The digital music, product and video streaming provider, Spotify, began in Sweden.
Spotify appointed Access PR to oversee the launch in Australia and NZ. In lieu of any media or ad spend, our role was instrumental in communicating this important news.
The strategic PR campaign, which rolled out across key traditional and social media channels, generated so much national excitement and conversation that it became the number one trending topic on Twitter.
The campaign helped exceed business targets around customer acquisition and Kate Vale, Spotify MD Australia and NZ, commented, “The results in that crucial first week have ensured we are on track to be one of the most successful country launches in Spotify history.”Spotify website
Access PR undertook a public relations campaign to generate widespread awareness and media coverage of The Pizza Hunt photography project to drive traffic to the artist’s Kickstarter webpage with the aim of achieving a $20K fundraising target.
Relaunch Earth Hour from a single ‘lights out’ event to an ongoing social movement about climate change.
Secured media partnerships, ambassador program and instigated comprehensive media campaign from national TV to regional press.
We even constructed a massive coral reef created by 350 people in Customs House that took a week to install.
Access PR has worked with Children’s Cancer Institute on multiple campaigns, including Build for a Cure and Endure for a Cure, two fundraising campaigns designed to raise awareness and understanding for the institute, and help raise critical funds for children’s cancer research.
We provided PR and communications support around a project that saw a house built and furnished in 21 days and auctioned – driving so much awareness and excitement that the house sold for $783,000, well beyond the fundraising target.Children's Cancer Institute website
Access PR was appointed to raise the profile and enhance the reputation of its signature restaurants, Sokyo and establish executive chef, Chase Kojima as a rising star on the Australian food scene.
Pizza Hut engaged Access PR to launch the unique Cheeseburger Stuffed Crust Pizza, for which we developed an insight-led, integrated campaign across earned, owned and paid channels.
The campaign exceeded all key communications metrics but, most importantly, helped Pizza Hut exceed their launch week sales targets. It also prompted grassroots advocacy in favour of the flavour, with West Australians launching their own social media campaign to try to bring the flavour to their shores, and commercially, Dominos Pizza attempting to hijack the hashtag.Pizza Hut website
Access PR was appointed by Hamlin Fistula Ethiopia as its first-ever PR partner to increase awareness and encourage donation of funds to help support their critical work to eradicate preventative and treatable childbirth injuries.
Over the course of our work with the, we helped raise $6 million and converted over 600 people to become regular donors.The Catherine Hamlin Fistula Foundation website
Access PR was appointed by SodaStream to raise its profile within the Australian market, to maintain market share and drive sales.
We developed an always-on program that engaged media and influencers across a series of exclusive events that placed SodaStream in the news and newsfeeds of influencers and media outlets that our audiences valued. Our efforts directly led to a sales increase of 35% YoY – testament to the value of strategic, targeted campaign with audience insights at the heart.Sodastream website
The Sydney Skinny is a nude swim event that encourages people to get out of their comfort zone and celebrate life. It promotes positive body image, self-acceptance, and personal achievement.
Access PR stepped right outside of our comfort zone to raise awareness for this unique event, implementing an integrated PR and social media campaign that achieved a record-breaking number of registrations and the strongest ever organic social media channel growth and engagement.
Highlights included navigating lots of nude bums for a live weather cross from the event with Channel 7, Weekend Sunrise, 59 online stories with features on News.com.au, The Huffington Post, The Sydney Morning Herald and The Daily Mail, 25 print stories, 16 radio interviews and widespread use of video footage from event sponsor nudie.The Sydney Skinny website
In 2015 Pyrex celebrated the 100th anniversary of its iconic brand and engaged Access PR to execute a PR campaign to raise awareness of the anniversary nationally and reinvent the image of this classic brand.
We planned an integrated campaign which spoke to a range of audiences, from existing Pyrex fans to baking and cooking enthusiasts, new fans and the general public. We partnered with Instagram sensation and cake creator Katherine Sabbath to develop a series of bespoke recipes and tips, as well as appointing Katherine as a key campaign spokesperson.
We undertook a media relations push and gifting program with the limited edition 100-year anniversary range as well as working on a series of nostalgia-inspired editorial features looking at the brand’s history. We also reached out to Pyrex ‘superfans’ across the country and undertook local and regional media relations activity to further tell the story of the anniversary.
The campaign exceeded all key communications metrics and helped the brand break through. More than 80 stories covered the anniversary across consumer media, leading to 78% increase in website traffic during the campaign launch month. The campaign also helped cement a successful partnership with Katherine Sabbath, which has since continued.Pyrex website
In 2017, Access PR was engaged to launch the globally unprecedented Sydney School of Entrepreneurship (SSE). Funded with a cornerstone investment by the NSW government, SSE is a unique partnership between all 11 NSW universities and TAFE NSW to enable a new generation of local entrepreneurs to thrive.
The launch resulted in widespread media interest, with more than 35 stories secured across broadcast, print and online media. Key highlights from the official launch included interviews with John Barilaro, NSW Deputy Premier and Nick Kaye on ABC Mornings with Wendy Harmer, in-studio interview with Nick Kaye on ABC News Breakfast and a dedicated feature on ABC’s evening news bulletin profiling some of the schools brightest budding entrepreneurs.
We also secured a number of key profiles opportunities for SSE CEO Nick Kaye in the lead up to the launch, including features in The Sydney Morning Herald, Australian Financial Review, BOSS Magazine and an interview on ABC’s The Business program.Sydney School of Entrepreneurship website