Client

Surf Life Saving Queensland

Service

MEDIA AND PR

Timing

Services

    MEDIA AND PR

    DESIRED OUTCOME

    P4 Group was appointed to generate wide-sweeping editorial coverage across Queensland in the lead up to and during the 2015 Surf Safe Appeal.

     


    CHALLENGE

    Secure coverage to highlight the Surf Safe Appeal, Surf Life Saving Queensland’s largest annual fundraising initiative (31 August – 13 September).

    P4 Group was engaged to:

    • Develop a comprehensive media strategy to guide all media activities leading up to and during the appeal
    • Prepare and generate positive, timely editorial coverage throughout the state, targeting regional and South East Queensland media outlets
    • Work with individual clubs to promote the appeal.

     


    SOLUTION

    P4 Group’s public relations campaign focused on the inspiring stories of the dedicated surf lifesavers who volunteer their time to keep our beaches and public waters safe. We identified strong local stories about local people doing extraordinary things and secured the appropriate media outlets to share their stories.  The storytelling approach resulted in unprecendented levels of editorial and digital content in Queensland – more than 133 clippings.

    To achieve this, we interviewed regional and metro surf lifesavers state-wide and uncovered many inspirational and heart-warming stories. We got to know each volunteer – why they love SLSQ, why they get up to train or patrol and why they’re passionate about the Surf Safe Appeal. We spoke to nippers, life-time volunteers, rescue survivors, club captains and many more.

    With a strong understanding and knowledge of our local talent, we jumped on the phones to share the incredible stories with local media and we watched with delight as these inspiring local stories rolled out across Queensland.

    Like the story about Graham Bell, who had a heart attack on the beach 12 months ago and was reunited with the lifesavers who saved his life. Or the story about the Fife family who have been volunteering as surf lifesavers for four generations. Or the story about Blake Ison, a remarkable young man who was born blind and volunteers his time in the radio tower. Just to name a few…

    P4 Group was extremely proud to work with Surf Life Saving Queensland on their most important fundraising campaign.

     


    RESULT

    P4 Group secured more than 133 pieces of editorial and digital content:

    • Seven front cover stories across Queensland publications
    • 45 TV features, including state-wide Seven News and Channel Ten features with SLSQ volunteers
    • National feature on Channel Eleven’s Toasted TV
    • 46 print features with consistent coverage across 12 APN daily papers with syndications in community titles
    • Relative Values feature in The Courier-Mail QWeekend magazine and Parallel Lives feature in U on Sunday in The Sunday Mail
    • More than 35 radio interviews and news grabs across all target regions
    • No negative publicity.