Case Study


Australian National Maritime Museum

Design, Public Relations, Marketing
& Strategic Communications

Action Station Pavilion

Objectives:
  • To develop a powerful PR campaign to raise awareness in the Business Events market of the new Action Station Pavilion; an $11 million suite of unique venues at the Australian National Maritime Museum in Darling Harbour, at AIME 2015 (Asia-Pacific Incentives and Meetings Expo)
Strategy:
  • To develop and roll out a highly specialised communications plan in preparation for the museum’s participation in AIME
Results:
  • Designed and delivered a precinct map brochure positioning the new attraction within the Museum’s established venues
  • Organised, designed, prepared and delivered a presentation exclusively for media, launching Action Station Pavilion
  • Designed and produced an animated video, highlighting the museum as an events precinct and officially launching Action Station Pavilion
  • Designed, wrote and broadcast two EDMs promoting the museum’s participation at AIME
  • Wrote, edited and proofed a media release announcing Action Station Pavilion to the Australian and Asian business events trade publications
  • Developed an engaging social media campaign pre, during and post AIME, communicating the museum’s key messages
  • Media Results: 44 clippings from the broadcast of one media release, valued at an estimated $254,170.96 in PR value
    Share of voice: 43% online, EDM 14%, Twitter 25%, Google and Print 7%, Facebook 4%

In a recent client survey, Zadro achieved a Net Promoter Score of 91!