National Experience Content InitiativeTourism Australia hosted a $12 million content project in a national effort to support local tourism operators to relaunch their offerings to domestic and international markets as part of the COVID-19 economic recovery plan.
Covet was appointed by Prime Perspectives to deliver content productions for East Coast Tasmania tourism operators, as far north as Pyengana and as far south as Port Arthur. Our crew was warmly welcomed into the diverse communities across the coast. We coached each tour operator to become more confident to actively promote their offering through careful research and rapport building, preparation of storyboards and run sheets, voiceover training and talent direction. Each participating tour operator received a 60sec produced video, 40 high quality images and 10 minutes of b-roll footage to enhance their marketing library. Tourism Australia, Tourism Tasmania and peak bodies can also sample from this content library hosted by Tourism Australia.
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BurnTheory is a female-focused boutique gym based in Hobart. Specialising in barre and boxing, this gym is fun and versatile. Covet is a natural advocate for this gym, given Freya has been a member for the last three years.
BurnTheory approached Covet to assist with launching their second gym to market. We conducted a briefing and scoping session, met the committee and hit the ground running with an overarching communications plan, complete with teaser content and new member trial offers. Covet managed all the pre-event and event day logistics for both the Launch Day "Come & Try" sessions which sold out its 200 tickets, and the VIP member party. A big win for this campaign was securing the Minister of Small Business, Minister for Women and Minister for Sport & recreation, Jane Howlett MLC to officially endorse the opening of BurnTheory's Moonah studio. 60 years of service campaignCatholicCare Tasmania is a humble social services provider, offering help to Tasmanians in need statewide. From counselling, family programs, child care, housing support and multicultural services, this organisation is truly outstanding in its ability to walk the talk. After 60 years in the sector, CatholicCare has adapted as required to community needs. This year in particular, with the COVID-19 pandemic threatening access to much needed appointments, CatholicCare launched virtual and phone based support.
This campaign is designed to improve CatholicCare's brand recognition across the state to ensure all Tasmanians who need assistance know they can access CatholicCare Tasmania's support services. Working at Nyrstar Hobart: brand & recruitment campaignCovet was approached to help bring a vision to life for Hobart-based zinc processing manufacturer, Nyrstar. Working alongside Nyrstar's Stakeholder Principal, Covet stepped Nyrstar through the creative process, developing a concept and scripts for engaging videos featuring Nyrstar staff; adding a personal touch to their recruitment theme. Careful key message development was centric to communicating Nyrstar Hobart's commitment to diversity and inclusion in the workplace. Covet partnered with Prime Perspectives for filming, photography and edits. Covet interviewed each of the 14 staff involved in filming, following the storylines of three staff members from interview to on site fieldwork. The campaign was launched in September 2020 to meet new recruitment needs for graduates and apprentices. Creating order for marketing communicationsSUSTOMi's tagline says it all; Life freshly sorted. The brand exists to lead the way in environmentally friendly solutions in the home (especially the kitchen) to keep the world cleaner and greener, and your mind clearer. From beeswax wraps (no more cling wrap) to convenient eco shopping bags, the queens at SUSTOMi really do have you sorted for living the low waste dream.
Covet was approached to help SUSTOMi get their back of house marketing routines into tip-top shape. They wanted their business philosophy to run through everything they did, including how they organised marketing communications. Covet ran an audit of SUSTOMi's current set-ups and produced a marketing plan to help assess what was working, what could change, and how. The results?
All this during COVID-19, 2020. To her credit, SUSTOMi's director, Bronwyn, kept with the program to ensure her business came out of COVID more organised and prepared for success that this time last year. As the start-up enters its 7th year of trade, it has launched personalised beeswax wraps just in time for Christmas deliveries. Covet loves SUSTOMi's commitment to thriving rather than merely surviving in the face of a pandemic. Connecting members through clever communicationsCovet came on board to the Tasmanian Hemp Association's team to improve how the association communicated with its membership base. The fix was straight-forward for this no-nonsense farming community. An easy-to-navigate member eNewsletter was developed to inform, educate and engage members on the industry's latest updates. Distributed monthly, we kept news updates interesting and punchy, with copies available on the website for download.
The newsletter included industry trends, association updates on events and professional development opportunities, member profiles and research grant news. Open rates were well above industry average for this eDM (electronic direct mail) and reports were offered to the Executive Team to understand which members were engaged, and which to contact via other methods (because, hey, checking emails is not everyone's strong suit). Covet also facilitated a much needed website update through the ever capable Wills Design Space. The Taste of Tasmania x Nichols Poultry: a joint 30th birthday partnershipThe Taste of Tasmania and Nichols Poultry cooked up a storm in 2018 as they both celebrated 30 year anniversaries. It made perfect sense to collaborate at the Taste of Tasmania foodie mecca which runs each year in the glory of Hobart's wharf over the Christmas - New Year break. The Taste of Tasmania was originally hosted to welcome Sydney to Hobart Yacht Race crew as they crossed the finish line and moored at Constitution Dock. Now, it is a week-long celebration for locals and visitors alike, with a vast array of food and booze stalls to satisfy all palates, and music for the ears galore with back-to-back bands and a NYE party complete with fireworks. Covet negotiated an exclusive supplier sponsorship on behalf of The Tasmanian Food Co. to celebrate Nichols Poultry's 30th anniversary alongside the Taste of Tasmania in what was widely accepted as a successful partnership. Nichols supplied chicken to all savoury stallholders with chicken on the menu, offering exclusively competitive pricing during the holiday season. Nichols Ethical Free Range brand was featured in live cooking demonstration events, receiving leveraged media coverage and social media support throughout the partnership. As part of the partnership, The Tasmanian Food Co. hosted a Fromagerie stall at the entrance of the food festival, offering popular taste plates, cheese platters, paired wine and cheese or beer and cheese tasting flights and the ever-popular ice cream selections featuring The Tasmanian Food Co.'s new range of Tasmanian native flavours: Pepperberry, Lemon Myrtle, Leatherwood and Wattleseed.
The curation of this partnership delivered important brand exposure and community engagement to the public, and strengthened direct sales networks to Tasmanian-based food operators. Covet is both strategic, and practical. Freya rolled up her sleeves and drove the delivery of the event program including direct sales liaison with stallholders, cooking demo coordination, media advisor, The Tasmanian Food Co, Fromagerie menu design, stall rostering and supervision (including ice cream scoop service to the public). |