NRMA Kokoda Project: PR highlights successful HR
June 5, 2009 by Lucy Craven
Filed under B2B, Case studies, Featured Content
Howorth is a tech PR agency, right? So why did NRMA Motoring & Services hire Howorth to run a corporate public relations campaign?
Howorth offers both technology and business communication and was engaged to promote a unique human resources program called the NRMA Kokoda Project.
The PR strategy resulted in an influential profile raising campaign executed through business, consumer and vertical media.
About NRMA Kokoda Project
The Kokoda Track is a muddy jungle trail linking the North and South coasts of Papua New Guinea. It was the scene of bitter fighting between Australian and Japanese forces during World War Two and crosses some of the most rugged terrain in the world.
It was also chosen as the perfect location to stage a leadership exercise by NRMA Motoring and Services, a mutual company with 2 million members and 1,400 employees across Australia and New Zealand.
Devised by leadership consultant Bruce Hayman, the NRMA Kokoda Project employed a reality TV approach to solve a typical HR problem: encouraging a large workforce to work better together.
Howorth’s PR Solution
When the project finished, Howorth was engaged to work with NRMA’s in-house public relations team to generate coverage in leading business, consumer and regional media.
Playing to the strengths of the project spokespeople, interviews appeared across television, radio, print and online media, including the Australian Financial Review BOSS magazine, ABC radio, Sky News Business Channel, Qantas Inflight Radio, WIN TV, Canberra Times, Human Capital and numerous local and regional titles.
