PR Case Studies Library

NSW Tourism Awards – Public Relations

Zadro began working with NSW Tourism Association in 2024 for their inaugural NSW Tourism Awards supporting with the brand development, marketing and public relations. In 2025, Zadro managed media engagement and coverage for the program.

These awards are a prime opportunity to recognise the passion, commitment and resilience of tourism operators around the state of NSW. As part of this campaign, we have the opportunity to amplify the work of tourism operators by sharing their stories and promoting their achievements.

OBJECTIVES

To increase awareness of the awards program and its legacy
To profile and promote the finalists and winners of the awards
To engage regional media in covering the awards program and spotlighting operators in their area
To educate the industry on the professional development opportunities within the awards process
To continue building on the credibility of the awards program

STRATEGY

Zadro designed the sponsorship prospectus to attract partners for the program
Zadro created segmented media lists to ensure each pitch could be tailored based on interest area
VIP tourism media were identified to receive personal invites to attend the awards night
Two media releases were drafted and distributed – one for the finalist and one for the winners
Contra partnerships with media were organised to enhance and further coverage of the awards
The winner’s media release was pitched under strict embargo ahead of the awards night to support with coverage

RESULTS

231 total clippings secured (188 for winner release and 43 for finalist release)
Estimated total reach during campaign period is 56.5 million
235% increase in coverage for the winners compared to 2024
159% increase in coverage for the finalists compared to 2024
High impact outlets secured including Australian Traveller, 9 Honey Travel, broad coverage in ‘Australian Community Media’ news outlets, The Senior, Travel Weekly and Urban List

COSBOA National Small Business Summit – Elevating Australia’s small business voice through strategic marketing & PR

The annual COSBOA National Small Business Summit brings together government leaders, policy makers, regulators and industry association decision-makers to address the most pressing issues facing Australia’s small business community.

Zadro has partnered with COSBOA for more than a decade to deliver strategic marketing, public relations and communications for the Summit. This long-standing collaboration has played a key role in building the Summit’s profile, credibility and influence as a national platform for small business advocacy.

Objectives

To promote the Summit program to small business leaders, associations, government, regulators and media
To raise awareness of COSBOA and the key policy issues impacting the small business sector
To clearly communicate the value of attending the Summit and drive registrations
To secure national and industry media coverage for COSBOA and the Summit
To deliver digital marketing support through targeted email marketing
To activate social media content and advertising across LinkedIn, Facebook, Instagram and X before and during the Summit
To fulfil sponsor and partner marketing and communications obligations
To manage live media and communications on-site to amplify the messages and outcomes

Strategy

Each year, Zadro develops an event-led, integrated marketing and PR campaign designed to build momentum, drive attendance and extend the impact of the Summit well beyond the event itself
Multi-channel promotion through social media, EDMs, media relations and advertising (media and digital marketing)
Consistent, on-brand creative assets to showcase Summit themes, speakers and content
Influencer-style marketing via speakers, exhibitors and sponsors to maximise shared reach
Targeted media engagement, including inviting key national and industry media to attend the Summit
Live communications and media management during the event to amplify announcements, insights and outcomes in real time

Results

- Delegate attendance of more than 250 small business leaders
- Up to 79 pieces of coverage secured annually across tier 1, tier 2, and industry outlets, including Australian Financial Review, News.com.au, 9 News, The Sydney Morning Herald, The Daily Telegraph
- Estimated annual PR reach of more than 2 million people
- An average of 17 media representatives attending the Summit each year, spanning broadcast and print media including The Sydney Morning Herald, AAP, The Australian, ABC News, SmartCompany, SkyNews, Kochie’s Small Business Builders, Dynamic Business, and NewsWire
- 10 EDMs distributed in the lead-up to the Summit, with average opens of 30%
- 90,000+ Organic social media reach across Facebook and LinkedIn, with 200,000+ paid reach
- Continued year-on-year growth in visibility and engagement, with impressions exceeding 300,000 and more than 3,500 engagements

Circana – A strategy for public relations success

Circana engaged Zadro to implement a strategic approach to public relations to support and enhance marketing initiatives and raise brand awareness across Australia and New Zealand. This case study demonstrates what can be achieved with a long-term PR strategy, and well-crafted content that is newsworthy and timely,

OBJECTIVES

To introduce Zadro to industry and mass media as Circana’s ANZ media representative
To develop a PR strategy to support marketing activities and amplify the results achieved
To secure consistent coverage each month with both planned and reactive opportunities
To continue to reinforce Circana’s position as the leading advisor on consumer behaviour
To increase Circana’s share of voice compared to key competitors

STRATEGY

Zadro researched media in the relevant industry verticals, with a focus on the priority areas to identify key subject areas
Zadro leveraged the latest news to enhance PR stories and garner further coverage
Zadro developed targeted media lists for each campaign
Zadro regionalised global thought leadership articles and reports to create coverage opportunities in ANZ

RESULTS

73 pieces of coverage secured in five months
9 million estimated total online coverage views
5K coverage views on social media
6 thought leadership articles secured across key industry media for the executive team
41 features published in industry and business media, highlights include Mumbrella, ITBrief Australia, Mi3, Retail Biz and Industry Journal New Zealand
For Circana ANZ’s major event, State of the Industry, Zadro secured 29 pieces of coverage including features, thought leadership and interviews
Zadro has received several proactive requests from media for insights from Circana as a result of the relationships built with media

NSW Tourism Association – Celebrating industry excellence

Zadro was proud to support NSW Tourism Association for their first hosting of the NSW Tourism Awards 2024.

OBJECTIVES

To create a modern and brighter brand that reflected the essence of NSW’s vibrant visitor economy
To raise awareness of the diversity and quality of experiences across NSW
To promote the awards program now being hosted by NSW Tourism Association
To create marketing kits for finalists, judges and winners to promote the awards
To profile and promote the finalists and winners
To create a campaign format that can be replicated year-on-year

STRATEGY

Zadro hosted a strategic session with the NSW Tourism Association to determine the goals and primary objectives of the awards program
Zadro developed a brand concept for the awards program that complemented and reflected the association’s branding whilst also standing strong on its own
Zadro developed Canva templates to allow for easy use of the assets and for adaptions to be made as needed (e.g. adding images / adding logos)
A timeline was developed for the PR campaign including a media release promoting the finalists and inviting media to attend as well as a media release announcing the winners immediately following the event
The media list developed included a large range of national and NSW-based media covering all the categories and local areas
Invitations were issues to key media personnel to attend the event
Zadro liaised with key media to provide required information under embargo to secure coverage immediately following the event

RESULTS

108 pieces of coverage were secured across newspapers, online publications, radio and television from both media releases (finalists announced and winners)
The estimated audience impressions for the PR coverage is 41.9 million
The media coverage received 410 engagements, showing high interest in the story
A range of marketing materials were created to support the marketing which can be easily repurposed for following years
Strong relationships were built with media and will be leveraged to secure on-going coverage for NSW Tourism Association members
A brand story that strongly aligns with the Association’s goals and speaks to the heart of what the awards are about

Lymphoedema Association Australia – Shining a Light Media Campaign

Zadro is proud to partner with the Lymphoedema Association Australia for their annual Lymphoedema Awareness Week, ‘Shine a Light on Lymphoedema’ in March.

OBJECTIVES

To raise awareness and understanding of Lymphoedema across the wider community
To increase member acquisition for Lymphoedema Association Australia
To establish relationships with government, health professionals and media
To build a stronger and more connected community between members

STRATEGY

Zadro led the strategic development sessions to create the name, objectives and key messages for the awareness week, and supported in the development of tactics for the campaign
Zadro developed a strategy for distributing a media alert and media release highlighting the locations where landmarks would turn blue
Zadro developed a highly targeted media list including mass publications and media in local areas where landmarks were being turned blue (broadcast, radio, print & online)
A list of spokespeople in each state and territory was developed, with Zadro preparing a speaker brief to ensure all were across important information about the campaign and tips for speaking with media
Zadro hosted a briefing with spokespeople to answer questions and run through examples of questions

RESULTS

15 pieces of coverage were secured across newspapers, online publications, radio and television
An interview was secured for a person living with Lymphoedema with Newcastle Herald and the article was syndicated across four other publications
Channel 7 News Townsville interviewed a person living with Lymphoedema
Channel 10 News Adelaide featured the blue landmarks in their nightly bulletin
A successful campaign that can be easily built upon year-after-year

Australian Podiatry Association (APodA) – Podiatry Week

Zadro developed a new strategy and direction for the Australian Podiatry Association’s (APodA) cornerstone annual event – Podiatry Week, formerly Foot Health Week. The campaign was re-energised with a new name, look and feel, and a renewed purpose.

Objectives

To ensure the campaign was an awareness week with purpose that delivered real impact
To increase understanding of what podiatrists do amongst the public and healthcare practitioners
To attract new talent to the profession
To provide APodA members resources to promote their profession
To create a streamlined campaign the whole profession, including podiatrists and suppliers, could easily participate in
To increase engagement and followers across APodA’s social media pages (Facebook, LinkedIn, and Instagram)

Strategy

For the 2023 campaign, Zadro recommended a significant shift, changing from ‘Foot Health Week’ to ‘Podiatry Week’ to better encompass the wide skillset of the profession and for broader impact
Zadro developed a new logo and brand creating a fresh look to appeal to a wide audience
Zadro created the tagline, ‘Podiatry, more than you think’ to raise awareness of the many facets of podiatry
Zadro developed a ‘Careers Toolkit’ which incorporated a range of marketing materials including a fact sheet, flyer, posters, pull up banners, social media graphics and PowerPoint presentation with speaking notes that podiatrists can use
Zadro created Canva templates for members and supporters to personalise with logos and images to increase engagement with their respective audiences
Zadro targeted a range of consumer media covering areas such as parenting, general lifestyle, sports and health

Results

65 visual campaign assets were created including social media graphics, e-newsletter and website banners, pull up banners, fact sheet, flyers, email signature tags, videos and Zoom backgrounds
Zadro produced copy for 72 social media posts across Instagram, Facebook and LinkedIn and reshared member posts during the week
8 e-newsletters were distributed to members and non-members with an average open rate of 62.9%
There were 254 downloads recorded for the ‘Member Marketing Kit’. This was a 137% increase compared to an earlier campaign in 2023, and exceeded the KPI of 110 downloads
Zadro conducted a survey to assess the new name, brand and resources and members rated the quality of the marketing 4/5
4 out of 5 respondents reported the new tagline resonated well with the profession
An average of 64% increase in post likes across Facebook, Instagram and LinkedIn compared to Foot Health Week 2022
6 media clippings were secured including an interview on 2GB radio with an APodA member

Australian Business Events Association (ABEA) – New brand, unification communications & brand launch

Objectives

To build a brand identity befitting a new peak association, after the unification of three established organisations representing a $36 billion industry
To develop the brand positioning representing diverse stakeholders including government, suppliers, organisers, venues and bureaux, and focused on communicating to senior management, creative and technical people, and the larger business community of Australia
To ensure a futureproofed brand, able to evolve with the industry it represents, whilst remaining synonymous with its values and aims
To articulate and communicate the reasons and benefits of the unification to members and media via digital and social marketing and PR campaigns
To ensure a smooth transition across all platforms to the new brand including the website and digital and social channels
To develop a suite of marketing collateral items for the new brand

Strategy

Zadro hosted a brand discovery session with key members of the project delivery group
Brand market research and an industry wide logo and colour analysis
Developed four creative concepts including colour palettes, typography, logo etc.
Devised the brand story and language to capture the aims and motivations of the organisation and to speak to the unification of the industry

Results

The creation of a brand that truly represents the needs and voices of a diverse national industry, uniting a wide array of stakeholders at one table
The creation and implementation of a communication strategy with public relations, social media and advertising for launch
Defined the brand language and messaging including tagline, mission, vision and boilerplates
Creation of a logo representing the industry’s diverse stakeholders sitting together at one table. The logo’s circular and converging design reflects the collaborative nature and continual growth of the industry
Production of a visual identity and style guide portraying the contemporary, approachable, and professional tone of the Association.
Designed and built all the Association brand collateral for launch
Creation of marketing assets to implement the new brand including animated logo GIF, ads for digital publications, social and EDM template and videos
The creation and management of the brand’s social media channels, with consistent branding

AFAC23 – Media Campaign

Objectives

To raise awareness and increase the profile of the AFAC23 Conference
To maximise media exposure and coverage
To engage exhibitors in sharing news and contributing to media coverage
To showcase research, findings and emerging industry trends
To attract a new audience
To engage new media publications covering niche areas relevant to the program
To engage the local host agencies and gain exposure for a diverse range of representatives and topics

Strategy

Zadro closely reviewed the program identifying trending topics and possible areas of interest for media
Zadro developed a comprehensive media list including mass, trade and niche media. Zadro then produced custom pitches looking at topics, areas of interest and spokespeople who would be appropriate for those media
Zadro issued a launch media release, and embargoed press release ahead of the Seasonal Outlook press conference to attract as many media as possible on-site for the event
Zadro liaised with broadcast media on-site to develop unique stories and facilitate interviews with exhibitors

Results

670 pieces of coverage were secured (1,858 including syndications) – 471 online news clippings, 84 AM radio clippings, 52 TV clippings, 44 FM radio clippings, and 19 newspaper clippings
The Today Show broadcast live from the Conference and Exhibition
Zadro secured Sky News, ABC Weather, The Courier Mail, Channel 9, SBS World News, NITV, Southern Cross Australia and AAP to attend the Seasonal Outlook press conference on-site
2023 achieved the highest coverage since Zadro first worked on the AFAC Conference and Exhibition in 2016

National Timber & Hardware Association (NTHA) – Branding and Merge Communications

Objectives

To develop a new logo and brand style guide for NTHA after the merge of two established organisations: TABMA Australia and Hardware Australia
To articulate and communicate the reasons and benefits of the merge to members and internal stakeholders across both organisations
To position the new organisation as a leader of the timber and hardware industry
To raise awareness of NTHA and its service offerings with membership, industry stakeholders, the marketplace and trade media
To ensure a smooth transition across all platforms to the new brand including the website and social media channels for both organisations

Strategy

Zadro developed three design concepts for the new logo and styles including different fonts, imagery, patterns and colour options
Zadro created new assets across the brand materials, signage, uniforms and digital platforms
Zadro launched a ‘stronger together’ / ‘vote yes’ campaign, communicating the benefits of the merge to both the timber and hardware members
Pre- and post-merge, Zadro created an integrated communications campaign which was disseminated across email marketing, social media and
the website
Zadro created a new ‘membership pack’ to introduce NTHA team members and communicate the benefits of membership with the new organisation and the range of services that could be accessed
Zadro created a series of media releases to engage the trade industry media to cover the merge with a positive sentiment

Results

The ‘vote yes’ campaign was successful with TABMA Australia and Hardware Australia merging to form the National Timber & Hardware Association (NTHA)
Formalised a new brand architecture and style for the top level corporate NTHA brand, as well as the service offerings and separate business divisions
Designed more than 50 marketing content pieces and assets for the ‘vote yes’ and ‘stronger together’ campaigns over a four-week period, including a new member welcome pack
Successfully launched the NTHA brand including collaboration with the NTHA team to create a new website, email marketing, social media animations and posts, trade advertising and direct marketing
Secured 16 media pieces across all key trade industry magazines (digital and print)
Zadro set up the brand assets and marketing templates in Canva for use by the internal team to ensure brand consistency across all collateral created

Australian Podiatry Association (APodA) – Fit Feet = Fit Kids

Objectives

To create a new look and feel for the Back to School campaign
To educate parents and care givers on the importance of selecting the right school shoes for children
To raise awareness of how Podiatrists can support with selecting the right school shoes
To inform the public of the range of services offered by Podiatrists
To provide members and stakeholders with assets they could use to promote the Back to School campaign

Strategy

Zadro developed the design concept for the campaign to be rolled out across all assets
Zadro developed key messages for the campaign including the tagline ‘Fit Feet = Fit Kids’ to communicate the objectives and engage the audience
To ensure greater efficiency in future years, Zadro templated the work so that it can be replicated in future year’s including animated videos, member marketing kits, social copy and email newsletters

Results

32 visual assets were created for the campaign for use by APodA, members and stakeholders
14,400+ organic page reach across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign
5 pieces of coverage were secured in parenting publications including advertorial pieces
127 new organic likes and follows across Facebook, LinkedIn, Instagram and Twitter during the month of the campaign