The AgriFutures Rural Women’s Award is Australia’s leading award acknowledging and supporting the essential role women play in rural industries, businesses and communities. The Award provides a platform to inspire and support Australian women to use and develop their skills to benefit their industries and communities.
The Brief:
Profile each of the seven RWA state & territory finalists and provide media outreach & support for each of their unique projects or organisation
Build awareness of the RWA program in the lead up to the opening of 2022 round of applications
The Challenge:
Securing impactful media opportunities for all seven finalists, showcasing their diverse range of projects and organisations in areas such as regional mental health, indigenious employment strategies, livestock marketing, horticultural innovation, dairy SME and sustainable aquaculture.
The Solution/The Idea:
Create hyper personalised publicity strategies for each of the RWA finalists, to ensure all of the unique projects or organisations were provided with impactful media coverage.
As the project included a diverse and complex range of projects and organisation, it was essential for Regional PR Co to allocate a significant amount of time building strong relationships with each of the finalists to better understand their goals and desired outcomes from the award. This included extensive deep-diving sessions at various times over the 12 months, personalised media training and guidance to help each finalist secure their own media coverage after the 2020 award’s end date.
The Results:
254+ media articles across 12 months including;
Country Style, Vogue, Australian Women’s Weekly, Nine’s Weekend Today, InDaily, Business Insiders, ABC Country Hour, ABC News 24, Graziher, Women’s Agenda, The Weekly Times, Tonic Magazine, Motherland Podcast, Life on the Land Podcast, Downtown Magazine and NSW Farmer Magazine.
Significantly increased the media profile for all finalist and RWA’s brand by securing ….
And audience reach of over 24M, providing an AVE of $225K for AgriFutures Australia