taylahhowie

[taylahhowie]

Entry 11: Big Freeze 8

Photo Below: Neale Daniher and his daughter 

What PR activity am I analysing?

The PR activity that I will be analysing is the FightMND campaign that has launched an event called the Big Freeze. This year will be the eighth year of the Big Freeze event. This campaign was created to help find treatments or a cure for the disease. The Big Freeze event is done to help raise money. This year the Big Freeze 8 will be held again at the MCG on June the 13th before the Collingwood snd Melbourne game starts. 10 athletes or celebrities will complete in the freeze this year.

Photo Below: Razor Ray participating in a previous slide

Who is leading the campaign and who is involved?

Neale Daniher is the founder of the FightMND campaign and hosts the Big Freeze events. Daniher who is a former AFL player and coach was sadly diagnosed with MND in 2013 and was told he had 27 months to live. Eight years later he still fighting the disease and has raised over 56 million dollars. There are many people involved in this event but the main focus is the inspiration himself, Neale Daniher.

What are the major PR tools being used

The promotion of this event is outstanding. They have 10 athletes that take part in the slide and the campaign keeps you on your toes to who will be taking part. On their social media platforms they ask the public who they think will be slider number 1 and then when that is announced they do the same for the rest. This keeps the public interested and keeps them engaged with the posts and event. Ash Barty was named as the first slider and this is a great athlete to use as she is an inspiration and an icon. The FightMND campaign also produce Big Freeze beanies each year. They can be found on the FightMND website, Coles and Bunnings. The money that is made from the sale of the beanies gets donated to the FightMND foundation.

Photo Below: First Slider announced

Where I saw it and if/how I engaged with it

I first saw the launch of the Big Freeze 8 on their Instagram page. They announced their first slider Ash Barty which made me more interested. I can definitely say I engaged with this post and event as it is an inspirational story and I want to be able to support it in every way I can. The bio of the post also had a link to the FightMND website so I could purchase a Big Freeze 8 beanie.

Critical reflection

Every single year the promotion for the Big Freeze event is exceptionally done well. The message is the same every year and every year the message is received and understood. I think by having athletes or known individuals as the sliders is a good way to engage more people with the event and message behind the event. This is a delicate situation and it is handled extremely professionally.

[taylahhowie]

Entry 10: AFL Indigenous round

Photo Below: Sydney Stack participating 

What PR activity am I analysing?

The PR activity I will be analysing is the launch of the AFL 2022 Sir Doug Nicholls round, which is also known as the Indigenous round. This event is completed over round 10 and 11. This campaign is to celebrate the contribution of Aboriginal and Torres Strait Islanders to the game. During the rounds, all 18 clubs will wear special jumpers designed by individuals from each club. Season 2022 will mark the 16th anniversary of this occurring event.

Who is leading the campaign and who is involved?

The Australian Football League (AFL) is the organisation that runs this campaign. Gillon McLachlan, AFL CEO, is the one who is keeping the tradition going. All 18 clubs are involved with past players also making an appearance.

What are the major PR tools being used

By having this Indigenous round every year is a tool in itself. It draws people of all different nationalities and race to watch AFL. This round is promoted on social media platforms such as Facebook, Instagram and Twitter and has also got coverage on the tv and digital websites. The AFL have captured a group image of one indigenous player from most clubs in their designed jumpers for the rounds. This is a good way to promote the event and get people excited. 

Photo Below: AFL players from victorian clubs in there designed jumpers

Where I saw it and if/how I engaged with it

As a football fan I know this round comes along every year but where I first saw the launch of the 2022 campaign was on Facebook. As previously mentioned they posted the image of all the clubs players and had information about the fixture. I engaged with this post as I am an Essendon supporter and every year look forward to the dream time match at the MCG between Essendon and Richmond on the Saturday night. This year I was attending the match so I was keeping up with the information about the ticket release dates.

Critical reflection

The message is defiantly received every year on why they have this Indigenous round and that is because of the promotion of the sport. The way the AFL set up each game of these two rounds are amazing and it is an eye opener. They promote this campaign well every year by posting the right images, having the correct ambassadors and most of all, showing the respect to the indigenous. 

[taylahhowie]

Entry 9: Manchester United returns to Australia

What PR activity am I analysing?

One of the biggest soccer team is the world is coming to Australia. Manchester United will be returning down under in July 2022 and they will be bringing the one of the most famous athlete in the world, Christiano Ronaldo. They will first be playing against our top A-League team, Melbourne Victory. This game will take place at the Melbourne Cricket Ground (MCG) on the 15th of July. Then the famous team will then play another EPL team, Crystal Palace at the MCG on the 19th of July.

Photo Below: Tour information

Who is leading the campaign and who is involved?

Manchester United, Crystal Palace and Melbourne Victory are the clubs involved with this event and is being lead by them. 

What are the major PR tools being used

Manchester United first announced they were coming down under for the pre season on the twitter account. They posted a video that had Man United playing on the MCG back in 1999. Then their was a post made on there Instagram account about the trip down under. There instagram page has 58.2 million followers which means there would’ve been alot of engagement on there post when they were promoting coming to Australia and playing Melbourne Victory. It gives the Australian team more exposure. Another tactic used was having Ronaldo front and centre of the post. Melbourne Victory also posted the news on there social platforms and ran a press conference with former Manchester United player, Dwight Yorke to announce the event.

Photo Below: Manchester United Instagram page

Where I saw it and if/how I engaged with it

I first saw the news on Facebook, which was posted by Channel 7. There cover photo of the post was an image of Ronaldo. I straight away clicked on it because his one of the most famous athletes in the world so I wanted to get all details. By having Ronaldo front and centre of the post it made me engage with the post.

Critical reflection

I think the information provided by each club was very sufficient and straight to the point. The key messages that were given were received and understood by the audience and this is known because most tickets to the games are sold out. It would've been more appealing if there were more videos or a competition done by Melbourne Victory to hand out some tickets but other than that, it was exciting news for the whole Australia.

[taylahhowie]

Entry 8: Ariane Titmus breaks world record

What PR event will I be analysing?

The PR event that I will be analysing is Ariane Titmus world record swim. The Tokyo Olympic champion, competed at the 2022 Australian nationals between the 18th-22 of May in Adelaide. The team selection for the Commonwealth Games were done from this event. Ariane Titmus already won her 200m race at this event and just missed out on the world record. Then when it came to her 400m race, she done it, she broke American, Katie Ledecky’s world record by .06 seconds.  She was in front of the world record line the whole race. Dean Boxall, the coach of Titmus, is a very enthusiastic coach and he proved to show that again when she was in the finally 100m of her race by running up and down the pool. 

Video Below: Ariane Titmus full 400m freestyle swim

Who is leading the campaign and who is involved?

The South Australian Government gave the ‘okay’ for the Australian Championships to be held in Adelaide at the SA Aquatic and Leisure Centre. Ariane Titmus was a big success of this campaign and she shared the moment with her coach, Dean Boxall.

What are the major PR tools being used

Amazon Prime Video continues partnership from 2021 for 2022 with Swimming Australia. The stream service broadcasted the 2022 Australian Championships live and with every race. This was a successful partnership as it gave the public the opportunity to watch the 400m race of Ariane Titmus and they could even go back and re watch it again. There was also a Instagram reel/video that was posted by swimming Australia of the last 100m of her race and then with her coach’s reaction to the last leg of the swim with him running up and down the pool pushing her on. This post got 27,000 likes and 471,000 views. 

Photo Below: Swimming Australia posted video of world record swim and coach reaction. *wouldn't let me post the video*

Where I saw it and if/how I engaged with it?

I actually love watching the swimming so I got a free trial with Prime Video so I could watch her race live. I was engaged with the whole race, I didn't take my eye off the screen once. I was actually yelling at the TV when she was swimming her last 50m because she was just infront of the world record line. Then ofcourse the race was posted on facebook, the news, Twitter and Instagram.

Critical reflection

I think the way media productions and social media pages created the video of the coach in the same snapshot (video) as her race, was amazing. It defiantly engaged a lot more of the public to watch the race repeatedly, I know I did. She is an inspiration to the sporting world, and I cant wait to watch her compete at the 2022 Commonwealth Games.

[taylahhowie]

Entry 7: Australia’s promotion of the 2022 Commonwealth games

What PR activity am I analysing?

The PR activity I will be analysing is the the promotion of the 2022 Commonwealth games that was done by Australia. The 2022 Commonwealth games will be held in Birmingham, England. The blockbuster event will start on the 28th of July and finish on the 8th of August. Chanel 7 has produced a two minute video promoting the games. This video has some of Australia’s biggest athletes involved and even retired athletes. This ad first premiered on the 29th of May.

Video Below: Full ad

Who is leading the campaign and who is involved?

Channel 7production company produced and promoted the event but athletes such as Ariane Titmus, Emma McKeon, Ash Brazil, Ellie Cole and Sally Pearson were involved.

What are the major PR tools being used

The use of past and present Australian athletes such as Ariane Titmus a olympic gold medalist, Emma Mckeon the first Australian athlete to hold 11 olympic medals and Sally Pearson a retired olympic gold medalist helps gain more attention to the ad as they are world known names. The ad also used past videos of athletes competing at the games. That was a really good way for people to relive the moments. Then ofcourse the ad was the shared on social media platforms.

Photo Below: 11 time olympic medal holder

Where I saw it and if/how I engaged with it

I first saw it on tv while watching a tv show. The ad came on and I immediately put my phone down and watched it. I never usually watch ads but this one cause my attention straight away. I loved how they had Ariane Titmus speaking in the first 20 seconds of the ad because that grabbed me in to watching the rest. 

Critical Reflection

I think the way the campaign was very sophisticated and well put together. The use of the well-known athletes and the past videos was a great way to grab the attention of sport lovers or even just the general public. I think the message was received by the ad and there will be a lot of support by watching the Commonwealth games on the channel 7 network.

[taylahhowie]

Entry 6: A-League final

Introduction:

What PR activity will I be analysing?

The PR activity I will be analysing is the A-League final between Melbourne City and Western United. The final was played on the 28th of May at AAMI park. Melbourne City were favourites by far going into the game as they are the reigning premiers. Western United was only founded in 2018 and made their A-League debut in the 2019-2020 season. Melbourne City conceded a goal in the 2nd and 30th minutes of the game. They couldn't bounce back and the final score was 2-0. AAMI stadium had a crowed of 22,495 people. AAMI stadium can only hold 30,000 people so I think there is a promotional issue when it comes to the attendance of a A-League game.

Video Below: Game highlights

Who is leading the campaign and who is involved?

Melbourne City and Western United are leading and are involved in this final campaign. Channel 10 and Paramount plus are also providing the game live.

What are the major PR tools being used

Partnering with famous company, Paramount was a good idea to produce their games to gain more viewership.  Western United and Melbourne City both posted on their social media platforms that will be in the grand final and what their team lines up were. The game was also promoted on channel 10 news.

Where I saw it and if/how I engaged with it

I saw a small news article on Facebook about what two teams made the grand final. I did not open the article as I didn't look appealing and i’m not a big soccer fan. I did watch the 2nd half of the game on Saturday night though as my partner is a soccer fan. The stadium did not look full compared to what its like at most AFL games.

Critical Reflection

I think using the well known platform, Paramount Plus, is a good idea to try and promote the A-League more as I feel they are lacking in that department. It would've been good to see the final promoted on more tv networks and be the front page of newspapers. Other than that I think Western United have promoted their own club well by winning the final and hopefully the fan base will grow.

[taylahhowie]

Entry 5: WrestleMania 38

What PR activity will I be analysing?

The PR activity I will be analysing is the 2022 WWE WrestleMania event. This will be the 38th year of the event and will start on the 2nd of April and finish on the 3rd of April. This event will be held at the AT&T stadium in Dallas, Texas. For Australians, the sporting platform, Kayo produces the weekly ‘Raw’ and ‘Smackdown’ shows. Kayo does not provide the big shows which are called “pay-per-views” events as you need to pay for a seperate subscription though the WWE network website. This years campaign will have some of the biggest names known globally competing. 

Photo Below: Promotion poster

Who is leading the campaign and who is involved?

The WWE company will be leading the campaign and so will the boss, Vince McMahon. Big names such as Roman Reigns, Randy Orton, Brock Lesnar and Charlotte Flair will be involved.

What are the major PR tools being used?

The WWE had Roman Reigns and Brock Lesnar on their promotional poster for this years event. They have done this because they will be fighting against each other in the elimination chamber for the Universal Championship, so it is the biggest match they will have. The WWE Instagram account that has just over 26 million followers, was posting the matchups that would happen at WrestleMania after the athletes had fought for there spot on the Raw and Smackdown shows. There was also posts on Facebook that had a link to the WWE network website to purchase the pay-per-view event.

Photo Below: AJ Styles and Edge

Where I saw it and if/how I engaged with it

I know this event happens every year and around the same time as I do watch WrestleMania. My dad and sister are big on it so I just started to get involved with it. I watched the event this year and I loved it. Sometimes though, they make it very obvious on who is going to win the fight. It is a good watch though.

Critical Reflection

I think he promotion of WrestleMania 38 has be done exceptionally well. There was always constant posts on there Instagram page and even on Facebook there were Multiple posts. Also having Roman Reigns and Brock Lesnar on the promotional poster was a good tactic to have create some more excitement around the event.

[taylahhowie]

Entry 4: Chris Lynn gets dumped by Brisbane Heat

Introduction

What PR activity am I analysing?

The PR activity I am analysing is the dumping of cricket veteran, Chris Lynn from Brisbane Heat. The cricket star had been apart of the Brisbane Heat since the start of the big bash league, which was 11 years ago. Lynn has also been the face of the big bash franchise since it has started. The Brisbane Heat recruitment committee stated that Lynn hadn't been playing his best cricket in the last couple of seasons, and this is how the club came to the decision to get rid of him. The club have already set up a possible replacement for Lynn and that is Usman Khawaja. The test cricketer announced his exit from Sydney Thunder, so it is very possible he we be playing at Brisbane Heat for the 22/23 season. 

Who is leading the campaign and who is involved?

Brisbane Heat was in-charge of this decision and Chris Lynn is involved.

What are the major PR tools being used?

Brisbane Heat made the announcement of the departure of Chris Lynn on there Instagram page and then news companies were posting it, Cricket Australia and other team mates and players also posted about it. The day they announced his departure they posted another 6 posts dedicated to Lynn. There were a few reels/videos of his highlights throughout his time at Heat and most importantly, the amount of sixes and runs he made.  

Where I saw it and if/how I engaged with it

I first saw the news on Channel 7 when watching the TV. When it was playing I engaged with what was being said and understood why it was time they let him go. Then I later saw it on Facebook, Twitter and Instagram.

Critical Reflection

I think some of the news headlines of his departure were brutal by saying he’d been ‘dumped’ by the Heat but it’s a good way to get people reading the article. The message was defiantly received by the public that he wouldn't be receiving another contract for the up coming season. Having the videos of Chris Lynn's big shots and just highlights of his career was a good way for people to interact with the post.

[taylahhowie]

Entry 3: Retirement of Jordan Roughead

What PR activity am I analysing?

The PR activity I will be analysing is the shock retirement of Jordan Roughead. The veteran has contributed to 13 seasons of AFL football. Most of his career was played at the Western Bulldogs, even was apart of the 2016 premiership team. He was then traded to to Collingwood ahead of the 2019 season. The AFL great has had a couple of injures this season such as shoulder surgery that was done in February and then finger surgery after the round 5 match against Brisbane. He knew this would be his last season of his career but he decided to cut it short due to on going injury. He announced on the 27th of May that round 5 was his last match played.

Photo Below: Jordan Roughead with premiership cup

Who is leading the campaign and who is involved?

Jordan Roughead himself was the one who made the decision and Collingwood football club were involved.

What are the major PR tools being used?

There was a video taken of Roughead giving an eight minute speech on his retirement and why it’s the right time too.  There was also multiple Instagram posts on the Collingwood page. There was a video of all his team mates giving a short message to the former player. Then most news companies shared the news.

Where I saw it and if/how I engaged with it

I first saw it on Facebook by a post done by the AFL. It was the video of his speech that he gave to his team mates and club. I clicked on it and watched the whole video. It was good to see him have a laugh while giving the speech and have his team mates interact with him.

Critical Reflection

I think by having a video of his retirement speech was a good way to get the public and fans engaged. The public definitely received the message and understood why it was time for Roughead to call it quits on his career. Overall it was a good way to end his career and I know he will be remembered as an AFL great.

[taylahhowie]

Entry 2: Ash Barty Tennis Retirement

What PR activity am I analysing?

The PR activity that I will be analysing is the retirement of tennis star Ash Barty and how it was announced. The former world number 1 announced her shock retirement on the 23rd of March 2022. Only 2 months after winning the Australian Open thats why it was such a surprise. The way she announced her exit from tennis was a video interview done with her friend and former Australian tennis player Casey Dellacqua. This was then posted on Ash Barty’s instagram page. Then of course it was news to the whole world on every other platform.

Who is leading the campaign and who is involved?

The announcement was first made from her own platform herself, Ash Barty with her friend Casey Dellacqua conducting the interview.

What are the major PR tools being used?

A clear PR tool that was used to make the announcement was social media. To be more specific, Instagram. This platform was used to post a five minute interview by Ash Barty so her fans could hear her reasoning from her own mouth before stories by other media companies twist her story. The beauty of having these social media platforms gives the athlete the chance to speak out themselves. Ash Barty has over 500 thousand followers on Instagram which is why it was a smart and tactically idea by posting it on that platform first.

Photo Below: Ash Barty Instagram Account

Where I saw it and if/how I engaged with it

I follow Ash Barty on Instagram so I first saw the video there. At first I didn't believe it like I was just in shock, especially because she just won the Australian Open. I defiantly engaged with it by watching her five minute interview which i did show some emotion towards. After watching the video I went on Facebook, to see my whole newsfeed full of the star. News companies such as Channel 9 and Channel 7 posted articles on her shock retirement. Let’s just say it was a sad day for Australians.

Critical reflection

I think the way Ash Barty announced her retirement was very classy and sophisticated. It didn’t come from news channels and media outlets first, it came straight from Ash herself. She done this by using her own platform which was a good idea as she is one of Australia’s icon. 

[taylahhowie]

Entry 1: Shane Warne State Memorial Service

Photo Below: Details of memorial

What PR activity will I be analysing?

The PR activity I will be analysing is the Shane Warne State Memorial Service. This special event came about after the death of Australian cricket great, Shane Warne. This state memorial was held at the Melbourne Cricket Ground (MCG) on the 30th of March 2022. The memorial was necessary to have for the former Australian test cricketer as he was an icon to this country and gave people the opportunity to pay tribute . The tickets were available on tickettek on the 22nd of March. They were free of charge. There were over 50,000 people in attendance to send off and celebrate the life of Warne. This memorable event ran for over 2 hours and had over 1.5 million viewers. “There’s nowhere in the world more appropriate to farewell Warnie than the ‘G’, said Premier Dan Andrews. 

Who is leading the event and who is involved?

The state memorial service was offered by the Prime Minister, Scott Morison. The event was organised by the Federal and Victorian Government, Cricket Australia and the family of Shane Warne. Videos played by famous singers such as, Ed Sheeran, Cold Play, Robbie Williams and Elton John played tribute songs to their former friend.

Video Below: Shane Warne’s Memorial

What are the major PR tools being used?

This event was announced on all social media platforms, all news channels and all newspapers. The memorial was televised live on channel seven, channel nine and ABC network. Kayo and Fox sports also shared the memorial. With Shane Warne being a sporting icon not only in Australia but internationally too, there were many other known celebrities and icons that would be making an appearance at the memorial. Whether that be virtually or physically the public would have a memorable experience.

Where I saw it and if/how I engaged with it

I first saw the announcement of the event on Facebook. It was a news article posted by channel seven that had the details of the memorial. I then started to see it on every platform and news channel. I defiantly engaged with the announcement as it was everywhere and it was a sad story that needed a memorable send off. 

Critical reflection

All articles that I read was effective as it had all the detail of memorial. When it would be held, where it would be held, how to access the tickets and who would most likely be in attendance. With the situation being so delicate I felt that the promotion of the event done by most social media platforms and news companies were done the right way.