Launching Australia’s first
Swim with Humpback Whales Experience

Reaching more than 25 million people in just five months and a reach of a further 500,000 plus over social media.  This coverage resulted in more than 2000 people experiencing the tours in the first year.

Sunreef Scuba Diving Services, Mooloolaba appointed us to run a media PR campaign promote the introduction of Swimming with Humpback Whales experiences in July 2014.

As a unique experience and an Australian First, we recognised Swimming with Whales had the potential to attract a lot of media attention, but that we would need to manage the messaging and engage with potential critics to ensure coverage was positive.

In addition, we had a significant time challenge in developing the campaign, with only a few weeks from our appointment to the announcement of the first season and its launch in July 2014, running through until October.

Our goal-focused strategy was to raise awareness of Sunreef and Swimming with Humpback Whales, and generate bookings, while emphasising a commitment to research, whale conservation and safety.

The campaign tactics included media relations, social media engagement, the production of video media resources and regular videos posted to social media and email marketing.

During the campaign we generated media coverage that extended not only throughout Australia but worldwide across all media platforms, reaching more than 25 million people in just five months and a reach of a further 500,000 plus over social media.  This coverage resulted in more than 2000 people experiencing the tours in the first year.

As a result of extensive government and stakeholder communications with animal and environmental groups there was only one negative news piece throughout the season, which was responded to promptly and updated.

 

Our goal-focused strategy was to raise awareness of Sunreef and Swimming with Humpback Whales

As a result, we are now proud to manage all Sunreef’s ongoing PR, communications and advertising and have guided them through a rebrand to Sunreef Mooloolaba. With the results for the Swim with Whales media campaign by the end of the 2015 season we have extended our media reach to more than 70 million people.

We are also very proud that in 2015, our work on the was recognised with both Queensland and National Public Relations Institute of Australia Golden Target Awards.

Since then we have gone on to project manage a rebrand of the company to Sunreef Mooloolaba, including updating the logo and brand style working with BJN Designs and Quality Choice Signs and have also have a specific social media strategy to encourage interest and generate bookings for the Swim with Whales Experience.

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