- Media Relations
Canberra Centre EDEN
The Canberra Centre engaged us to promote their EDEN initiative. EDEN was an ‘Australian first’ innovative health and wellness experience. The ultimate destination to discover convivial wellness. A sanctuary within the Canberra Centre where people can replenish, revitalise and regain their optimal self.
Alongside the space itself, Eden also presented a ‘Masterclass Series’, bringing some of the biggest influencers in health and wellness to Canberra to share their wisdom and tips for a creative and centered life.
The end goal was to achieve media coverage across the entire campaign period.
We engaged with local and national media, bloggers and social media ambassadors/ influencers to cover the launch of EDEN, as well as the masterclasses.
The goal was to gain coverage, both articles and social media content, on their respective channels and social media pages, increasing awareness of EDEN and positioning the Canberra Centre as the destination of health and wellness in Canberra. We also devised a media plan based on the talent available and unique media angles to generate a consistent flow of media across the eight weeks of EDEN.
We achieved wide spread media coverage of EDEN and the various workshop talents across print, online, television and social media.
At the end of the campaign period, advertising equivalent value of the coverage secured, exceeded the evaluation metric by 28%.
Following Agency 9 has been used by the Canberra Centre for a number of other media relations projects.