Unit Swine Flu Masks

Background: Unit released its own range of face masks and respirators in an effort to combat the global threat of swine flu. The masks and respirators were photographed worn by models in a dimly-lit cold storage facility, surrounded by the hanging carcasses of freshly-slaughtered pigs.

Goal: To shock and awe while exposing the brand to mainstream media attention through the concept and visuals

Strategy: Fluid PR created a media release that was distributed to thousands of media outlets worldwide, accompanied by images. On a national level a selection of publications and websites were chosen to receive the masks via mail.

Results: Worldwide coverage resulted, with the visuals and words appearing on the web and across print media. A billboard in Times Square, New York, displayed the images to an all-new audience, resulting in Unit expanding its successful Australian brand to be stocked in North America.

Crusty Demons

Background: Under the expert direction of Dainty Consolidated Entertainment the Crusty Demons brand was re-born. Fluid PR was appointed as marketing and publicity consultants for the Thirst 4 Destruction tour, a role that included the overhaul of the brand’s entire look and feel.

Goal: To reach a dedicated existing audience and broaden the appeal of the Crusty Demons live shows to a more mainstream demographic, while successfully updating the brand’s identity to reflect the progressive nature of action sports.

Strategy: Fluid PR undertook a review of the existing brand before evaluating each element of the marketing and publicity mix and allocating budget where required. The broad strategy was

Results:

Fluid PR negotiated significant additional marketing in-kind (MIK) which doubled the overall marketing exposure and ensured the campaign reached 16.5million people.

To complement the substantial marketing campaign a strategic publicity campaign was developed to generate considerable editorial coverage across key media.

Over $2.4million worth of coverage was generated reaching in excess of 15.1 million people.

Some of the key highlights included: A Current Affair, Today Show, Melbourne Footy Show, Thursday Night Live, SMH Sport & Style, Q Weekend Magazine, Woman’s Day, Zoo Magazine, Sunday Telegraph.

As well as traditional media coverage and a host of radio and television news coverage the tour also transcended its traditional location within mainstream daily newspapers to feature in the News, Sport and Entertainment sections of the Daily Telegraph, Herald Sun, Adelaide Advertiser, Courier Mail and Sunday Times.

The aim of the marketing campaign was to launch and drive ticket sales for the tour and appeal to a much broader audience whilst still retaining the core Crusty fan base.

New logo and branding – A new logo was developed for the Crusty Demons brand and the marketing materials reflected a softer more appealing design.

Target audience- The marketing campaign primarily targeted men aged between 18-40 with a secondary target market of families. Target audiences were pursued through a wide range of mainstream media including print, radio television, outdoor and online.

Fluid PR formed media partnerships with News Ltd, the Nine network and Nova and leveraged the relationships to achieve the additional exposure.

Chad Reed Team TRD Rally Test

Background: A two-time AMA/World Supercross champion, Chad Reed bases himself in the US for much of the year. Upon return, he expressed an interest in testing a rally car following a successful V8 Supercar shakedown. Fluid PR coordinated the test, including liaison with Team TRD and the venue.

Goal: To provide positive exposure for the client and generate interest from wider mainstream media.

Strategy: Fluid PR managed all aspects of the test, including the creation of media invites, liaison and follow-up with media, creation of media releases and alerts and distribution of post-event images and footage. Invites were extended to target national media as well as specialised interest magazines, general sport, motorcycling media and local media. A number of unique interview opportunities and media rides were offered to provide attendees with unique feature angles.

Results: Editorial coverage for the media event exceeded $620,000. Exposure included coverage on Network 10 plus articles in a range of national newspapers including the Courier Mail, Adelaide Advertiser, West Australian, Newcastle Herald and more. Extensive coverage on the Macquarie Regional Radio network was also achieved. The event was covered by all major motorcycling magazines and websites, including a number of multi-page articles in titles including Dirt Action and FHM.

Hart and Huntington Freestyle Tour

Background: Carey Hart is one of the freestyle motocross movement’s most celebrated and successful riders. Husband of pop icon P!NK, Hart expressed interest in creating a unique tour featuring action sports demonstrations to accompany various stops of the Funhouse concert series. Fluid PR was engaged by Roger Davies Worldwide Management and the Wasserman Media Group to devise and deliver the concept from the ground up, managing all aspects in-house.

Goal: To create a free lifestyle event that generated exposure for Carey Hart, the Hart and Huntington brand, presenting sponsor Holden and various support sponsors.

Strategy: As well as creating a media relations, promotional, advertising and marketing strategy for the tour, Fluid PR was required to manage all aspects of the event management. This included venue selection, liason with service providers and suppliers, sponsorship activation and leveraging, staff hire, full on-site management including bump-in and bump-out and more. In addition, Fluid PR was responsible for creating the tour website, which complemented a range of successful viral social networking projects to spread the message.

Various unique media angles and activities were created in order to generate exposure for each of the five events.

Results: The five-stop free tour attracted over 38,000 fans and received over $6,000,000 worth of editorial coverage, including articles and coverage across all major print and broadcast networks. It resulted in a significant increase in awareness of the brands involved.