Case Study: DHL Export Barometer 2011
August 26, 2011 by AdamClatworthy
Filed under B2B, Case studies, Featured Content
The challenge:
DHL Express enlisted the Howorth B2B team to develop and execute a media strategy to release the results of the 2011 DHL Export Barometer, the annual survey into the health of the Australian export economy.
Conducted by independent researchers and supported with analysis from Tim Harcourt, Chief Economist of Austrade, the Barometer provides insights into factors impacting Australia’s exporters by conducting in depth research across range of industries including agriculture, manufacturing, mining, tourism and professional services.
Our approach:
Hot topics in the Australian media in the weeks leading up to the launch of the Barometer were the negative impact that the strong dollar and online retailing were having on Australian businesses.
The Howorth team spotted an opportunity to capitalise on this by linking the Barometer findings to these topics but adding new elements to the conversation – the growth opportunities that online commerce was presenting Australian businesses and highlighting that exporters were maintaining employment levels despite the challenges presented by exchange rates.
The results:
Over 60 pieces of editorial across TV, radio, print and online were generated in the two days following the release of the Barometer. Highlights included:
• An eleven minute interview on Sky Business News with DHL’s Gary Edstein and Austrade’s Tim Harcourt.
• Gary and Tim featured in tier one media targets including The Australian Financial Review, The Australian, Sydney Morning Herald, The Age, Herald Sun and Daily Telegraph in addition to news.com.au, SBS news online, yahoo7 and ninemsn.
• International coverage across the London Stock Exchange website, NASDAQ.com and the Dow Jones international news wire.
