Managing a media launch
In 2013, Cole Lawson helped one of Australia’s leading modular building companies, Ausco Modular
, launch its Darwin Stayover
accommodation village, to house oil and gas industry workers.
A shortage of accommodation in the region meant there was intense pressure on the local housing industry to cater to workers in the burgeoning oil and gas industry.
Stayover in Darwin is the ninth village in the Stayover by Ausco network, a model where mining villages are completely developed, constructed, owned and managed by Ausco Modular. It will house 500 workers at its capacity, alleviating pressure on the local housing market.
Ausco Modular sought media attention about Stayover in Darwin to generate interest and boost accommodation enquiries.
Cole Lawson worked with Ausco Modular to develop a launch strategy that considered their stakeholders, desired outcomes and officially opened Stayover in Darwin.
To begin, we utilised consistent key messages across all communication collateral. We liaised with the Northern Territory Minister for Lands, Planning and the Environment, Peter Chandler, to compile joint media materials and organise attendance at our official media launch.
Once media materials were finalised and the launch event scheduled, Cole Lawson worked with local and trade media to provide information on the Stayover village and the details of the launch event.
Managing regional sensitivities and the political landscape was a key component to successfully working with the Northern Territory media and Government.
The Stayover in Darwin launch event was attended by local media including: NT News, Channel 9, ABC Darwin and Sky News.
Cole Lawson secured print, online and television coverage of the opening including in regional publications like The Territory Regional and Darwin Sun.
We were also successful in securing coverage in a range of long-lead trades such as The Australian Journal of Mining, The Mining Chronicle and The Mining Advocate.