HELPING YOU GET INTO OR STAY OUT OF THE PUBLIC EYE IS OUR MAIN GAME
We are fortunate to work on big and small projects involving major changes, iconic brands, important projects, landmark events and famous people. These are some examples...
CUB - FOR THE LOVE OF YOUR LOCAL
The COVID-19 crisis has left Australia’s $20 billion+ pub and club industry reeling. In March 2020, more than 10,000 venues, which employ many of the nation’s 1 million hospitality employees, were forced to temporarily call last drinks.
Sequel PR was engaged by the Carlton & United Breweries (CUB) and the Australia Hotels Association (AHA) to get the word out about their For the Love of Your Local national campaign. The two-part campaign provides struggling pubs and clubs with a vital financial injection by encouraging people to buy a voucher for a pint of Carlton Draught, VB or Great Northern from their favourite pub, with the cash going direct to venues and patrons receiving a second pint from CUB when they redeem their voucher.
Developing two separate and equally successful multi-channelled campaigns, Sequel PR generated nearly 1000 stories across metropolitan and regional TV, newspapers, online and radio. With a total audience across the two campaigns of 30 million, it is one of CUB’s most successful PR campaigns in company history.
YWCA NATIONAL HOUSING
YWCA National Housing provides and advocates for safe, affordable accommodation for women in Australia. While much research has been conducted on the housing needs of women living in urban areas, Sequel PR worked with YWCA National Housing to release the first report into the extent of homelessness amongst women in regional Australia.
Using shocking data from the Women’s Housing Needs in Regional Australia report – including the fact one in eight regional women had been homeless in the past five years - Sequel PR rolled out a mainstream media campaign that shone a light on the crisis and called on government, philanthropic, corporate and community sectors to work together to boost the supply of social and affordable housing options.
Apart from securing coverage in key national media including The Australian and ABC Radio National Breakfast program, Sequel PR also achieved stories in all major metropolitan mastheads such as The Courier Mail, The Herald Sun and The Advertiser (Adelaide), as well as extensive reach across regional print, TV and radio channels, alerting a diverse audience to this growing and significant national problem.
RAMSAY HEALTH CARE
The COVID-19 crisis has seen health care workers working harder than ever and businesses of all sizes feeling the pinch. Ramsay Health Care decided to do something to acknowledge its staff and to support local businesses.
Sequel PR worked with Ramsay private hospitals across Australia on an innovative campaign involving each hospital CEO treating staff to lunch or morning or afternoon tea purchased from a local business.
With Ramsay staff enjoying everything from burgers and donuts, to lasagne and barramundi spring rolls, Sequel PR secured localised print, television and radio opportunities, with journalists from north Queensland to Perth, running stories on this simple, but meaningful initiative that has made a real difference in the lives of health care workers and business owners alike.
Millions of Australians live in poverty and are unable to access small amounts of credit, bank accounts or insurance. Many turn to payday lenders and buy-now-pay-later schemes to make ends meet. Trans-Tasman charity Good Shepherd is committed levelling the playing field for people on low incomes.
Sequel PR has been working with Good Shepherd and its partners for the past five years to raise awareness and take-up of its no interest and low interest low schemes, life-saving loans for victims of domestic violence, affordable insurance options and its small business start‑up program.
Through national and regionalised media campaigns, creative social media content and engaging with key stakeholders including State and Federal Governments, we ensure that the right people know about the life-changing work of this inspiring organisation.
With obesity rates on the rise nationally, AMA Queensland asked Sequel PR to develop a campaign capable of cutting through the plethora of public information about healthy lifestyles and provide practical, everyday measures for the average person to incorporate into their daily lives.
March 2-6 was declared AMA Queensland’s inaugural Obesity Awareness Week (OAW). Sequel PR created a weekly schedule encouraging people to try one new activity each day.
A survey of 200 Queensland doctors provided newsworthy statistics for a media launch while letters to the Education and Health departments seeking their support helped us reach mums, dads, school students, teachers, and others to drive grassroots engagement . The campaign was also supported by a video case study and other original social media content.
FINANCIAL BASICS FOUNDATIONS
Being a high school teacher is no easy task; they are inundated with information each day, so enticing teachers to take on something new can be a real test. But we like a challenge!
The Financial Basics Foundation is a charity that provides free financial literacy resources to schools, including the annual ESSI Money Challenge – an online game that teaches kids about earning, saving, spending and investing.
Sequel PR’s multi-channel approach to promoting the Challenge has helped this important program reach thousands of students across Australia.
Our last media campaign reached more than 1.3 million people and we bolstered the editorial interest with a tailored digital campaign, targeting teachers and principals, and built from scratch a downloadable toolkit for teachers, including posters, social media graphics and videos.
No doubt about it, our PR makes sense!
WESLEY MISSION QUEENSLAND
Running a charity that supports 100,000 people each year is a huge task, especially when you’re dealing with everyone from babies to retirees. But Wesley Mission Queensland (WMQ) has been going above and beyond to serve the community for more than 100 years.
Sequel is proud to work with WMQ and its broad range of internal and external stakeholders. We help share their amazing work with the world, setting up media stories and news interviews, and ensure their important messages get to the right people, at the right time.
From Royal Commissions to Christmas celebrations, we love working with the non-profit sector; to support its advocacy for society’s most vulnerable and ensure people can get assistance if need it.
Nothing makes our PR hearts sing more than sharing inspiring stories about extraordinary people. The disability services provider Momentum Collective is ALL about people. From its staff, to its clients and community partners, everyone at this 30-year-old organisation is committed to improving the lives of Australians living with disabilities.
By providing a full suite of media and communications support over 12 months, Sequel worked with Momentum Collective (formerly 3SA) to unearth and share dozens of newsworthy stories, deliver Annual Reports, shore up funding and keep stakeholders up to date.
From helping communicate the roll out a new brand to decoding the NDIS, Sequel’s proud to have been behind Momentum every step of the way.
Australia’s well respected national science research agency is also cutting edge when it comes to social media. To boost its commitment to profiling key scientific moments and milestones, CSIRO commissioned Sequel to develop digital campaigns for two major events and an ambassador profile.
When CSIRO and the world farewelled the Cassini spacecraft on its final mission from the Canberra Deep Space Centre, Sequel developed a series of video stories that also captured over 30,000 views.
A similar result was achieved with our campaign to promote a digital book from CSIRO’S Oceans and Atmosphere division. To announce Olympic swimmer and science nut Cameron McEvoy as the first CSIRO ambassador, Sequel created a video series showcasing Cam and the robotics unit. All social media components were delivered quickly, with high production values, and drew high praise from CSIRO's digital team.
MORETON DAY HOSPITAL
Moreton Day Hospital is a state-of-the-art private facility in the fast-growing region of North Lakes, between Brisbane and the Sunshine Coast.
Sequel organised the Queensland Health Minister to officially open the hospital, highlighting the need for public and private services to collaborate for better health outcomes for Queenslanders.
The announcement received television, radio, newspaper and online news coverage.
More broadly, we secured a wealth of national, state and local media coverage for Moreton Day Hospital and its owners, including a front page magazine feature article, a leading property story, a lengthy profile piece in The Courier-Mail’s business section and on Nine News.
We were subsequently engaged to officially open Dr Hay-Smith’s new eye clinics at Redcliffe and Caboolture, garnering local media and trade media coverage.
After a fire at the Adels Grove outback tourist park in far north-west Queensland made national news headlines, management of the internationally renowned tourist park turned to Sequel PR to manage media interest in the crisis.
Sequel PR took the reins, allowing the operations team to focus on getting the park operational during peak season. Leveraging both social and editorial media, Sequel helped limit the impacts on the business and ensure Adels Grove could get back to business faster.
Sequel PR has also prepared a winning entry of the 2018 Queensland Outback Tourism Awards for Adels Grove and continues to manage the park’s social media.
Merlo Coffee approached Sequel PR to up the ante for Merlo’s public relations as it pursued an interstate rollout, product development and wholesale expansion program. Merlo wanted Sequel PR to help it change direction and better leverage its online content marketing, video storytelling and influencer connections, as well as traditional mainstream media pitching.
Ournew strategy has enabled the Merlo marketing manager to transform the company’s ability to tell its own story nationally, as well as Merlo’s capacity to better leverage its many corporate social responsibility and environment objectives.
For example, Sequel helped create enormous media buzz around a partnership with Newstead Brewing to create a bespoke product we dubbed “Pot Shot Ale” as part of a collaboration for the Regional Flavours food festival in Brisbane.
We also engaged Queensland police, the construction industry and the RSL to develop fresh digital content for Merlo to highlight its support for the national RUOK Day mental health awareness campaign. Later in the year, Sequel launched Merlo’s compostable cup campaign.
A global asset management and disposition company, Ritchie Bros. hired Sequel to lift its profile and sales in regional and remote Australia.
As well as managing Ritchie Bros. social media, we developed a highly effective above and below-the-line campaign incorporating a significant amount of digital (video) solutions that proved highly effective.
Sequel also generated numerous regional, state and national media stories about the global auctioneer, including TV, print and online news.
Our strategy also included trade publication advertorial and a range of shareable social media content. For example, a commercial news TV story was further amplified via 600,000 views on Facebook.
FRIZELLE SUNSHINE AUTOMOTIVE GROUP
Frizelle Sunshine is one of Australia’s largest private car dealerships. Sequel’s scope encompasses 22 south-east Queensland and northern New South Wales dealers, one of Australia’s largest commercial truck dealerships, a major finance business, tyre centre, smash repair business and car wash.
We generate local, state and national media opportunities for the group and work across multiple car brands.
Sequel has secured hundreds of media stories for Frizelle’s over the years and amplified the company’s messaging around its brands, people, partnerships, products and services.