Capitalising on the interest and broad media attention surrounding the 2010 Australian Federal Election, Ancestry.com.au set the Howorth Digital Lifestyle team the challenge to find an opportunity to get the family history website into the 2010 election debate.
We immediately spotted a powerful media opportunity to unearth the findings of family history research into the two main 2010 Federal Election candidates. Our research revealed the news that, for the first time in over 87 years, Australia’s elected Prime Minister would not be Australian born, with both Gillard and Abbott both from the UK.
Working closely with the Ancestry.com.au team to pitch this unique insight to the media, we negotiated an exclusive opportunity with Channel Nine’s Today Show. This was followed by special briefings with print and radio, with many interviews conducted under embargo.
The campaign highlighted the real reward brands can reap by exploiting a topical news issue, and taking ownership of it by interjecting it with a related brand-owned insight. The story generated:
- Over 44 stories across national radio, television, print and online reaching more than 3.4 million Australians.
- Highlights included a five minute live-to-air TV interview on Australia’s highest rating morning show, the Today Show.
The team also secured a full page feature article in The Daily Telegraph and an 18 minute interview with 2GB Radio in Sydney.