PR &Activation

Plan

Who are the Bastion Group?

Jess NunnsCEO, Undertow Media

Roxanne MillarAccount Director

Greer BlandMD, Auckland

Kevin DalyAccount Manager

Zoe CarrGM, Activation & Events

Rebecca ThomsonAccount Manager,

Activation & Events

Alice TurnbullAccount Executive,Activation & Events

Edwina WebbGM Rights Buyers

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OurServices

We connect your brand with consumers through innovative

brand strategies

Undertow Media

Media Online

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Media Training

BrandPartners

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BusinessProfiling

Ambassadors

Consumer Affairs

Issues Management Sponsorship

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Partners Events & Experiential

Bastion EBA

• Bring the One to Run series to life through emotive, engaging and memorable activations

• Drive repeat participation of each event

• Maximise the Fairfax Media network - via PR output and use of ambassadors across each event

• Increase PR output for each event by demonstrating a proactive and strategic approach

• Create activation concepts that have the potential to be developed into broader sponsorship opportunities Ob

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to BRING TO LIFEEMOTIVE, ENGAGING, MEMORABLEDRIVE REPEAT PARTICIPATION

Undertow + FairfaxRelationship Fairfax Media will launch a new trans-Tasman run series - the One to Run - building some of its most popular existing running events into a new program to connect with consumers nationally and intermationally. To support the new series, Fairfax Media is looking for a PR & Activation partner to bring the runs to life and create widespread consumer interest and engagement, ultimately driving participation and assisting Fairfax Media in delivering an exceptional series of events. PR to support other landmark Fairfax Media sporting events also resides within the partner brief. Fairfax Media needs a partner:• Who understands its business and strategic objectives• With expertise in the sporting event sector, in particular with

knowledge of what consumers want and will engage in• With national reach and the ability to service New Zealand• With the dedication, team skills and proven track record to ensure

excellent results and smooth delivery• Who is easy and effective to work with - fast, flexible, creative and

committed - and feels like an extension of the Fairfax Media team

The Bastion Group is all these things and more.

We are strongly positioned to take on this exciting role - the Bastion EBA arm of the business has the activation component of the brief covered, with strong sponsorship potential on offer, and our PR business Undertow Media will communicate the Fairfax Media sporting story to consumers far and wide. Our industry credentials are impressive and we have included case studies that demonstrate our experience. We know Fairfax Media better than most; Bastion EBA General Manager, Edwina Webb, spent six years as part of the Fairfax Creative Solutions team, and Undertow Media worked closely and collaboratively with the Fairfax Media marketing team in 2013 to promote its Melbourne suite of events (incorporating Run Melbourne, City2Sea, the launch of the Night Noodle Markets and Good Food Month Melbourne) with great success. As the following Fairfax Media case studies demonstrate, Undertow Media delivered 946 pieces of earned media coverage and 535 online stories for Fairfax Media in 2013, creating 66.1 million opportunities for consumers to see these stories, and assisted in delivering record run registrations and a massive 25,000 opening night attendance at Melbourne’s first ever Night Noodle Markets. We know what media want and how they want it (Account Director and ex-news journalist Roxanne Millar sees to that). We pride ourselves on providing our clients with strong insight and strategic recommendations; we’ve incorporated learnings from our work on the 2013 Fairfax sporting events into this proposal.

Melbourne

THE OPPORTUNITY: Highlight the journalistic endeavours, events and passion for the community of one of Australia’s most influential and long-standing media properties, Fairfax Media.

OUR APPROACH: Working with its masthead The Age, we led the creation of a strategy to not only show off the outlet’s journalistic chops but also its reader surprises, events and cultural initiatives. A highlight was getting up close with Melbourne’s foodies and star chefs to launch the first The Age Good Food Month and Melbourne Night Noodle Markets, while getting fit to promote City2Sea and Run Melbourne.

RESULTS: Engaging Melbourne’s foodie bloggers, restaurant critics and media personalities to create hype around the first Night Noodle Markets saw us establish the event as a must-do, attracting almost 300,000 noodle lovers to Alexandra Gardens. Working with international chefs and local restaurants big and small we promoted the month-long calendar of Good Food Month events, generating more than $4 million in editorial coverage and almost 350 media clippings.

350 media

clippings

300knoodlelovers

attended theevent

OBJECTIVE: Increase consumer registrations for Run Melbourne and City2Sea 2013, while highlighting Fairfax’s association with both events, therefore driving engagement with the brand.

THE IDEA: Use entrants to inspire others and increase the reach of PR We interviewed and profiled 60 entrants across both events, crafting inspiring stories that ran in media across Melbourne and regional Victoria. To create maximum awareness, we distributed a suite of media materials at the commencement of the campaign and throughout to make sure no one could forget, following it all up with on-day media releases announcing the winners

RESULTS: 441 media clippings across Run Melbourne and City2Sea Providing 19.9 million opportunities for people to see coverage about both events Almost 60 per cent of coverage achieved pre-event, helping drive registrations Record 13,000 registrations achieved for City2Sea and 25,000 runners took on Run Melbourne

Melbourne 441 media

clippings

38kregistrations

Activation Overview

The Run to Rock activation will be ‘the big thing’ that participants and spectators will associate with the One to Run Series and keep coming back for.

It’s an activation that converts the kinetic energy of foot power to energise a rock concert for all participants and spectators to enjoy.

‘Pounding the pavement’ will be taken to the next level with a top surface that uses interactive and highly engaging technology to bring the One to Run events to life like no other running event. This concept will drive repeat participation and a desire to be a part of the One to Run series.

Every time someone walks or runs over the surface, renewable energy is harvested from their every footstep. The technology converts the kinetic energy to electricity which can be stored and used for a variety of applications - in the One to Run series for a rock concert at the finish line! There is also the opportunity for spectators to feel like they’re part of the activation by installing some of the top surface technology in spectator viewing platforms.

The Run to Rock activation is unique, perfectly suited to fun runs and, importantly, connects with the participants and spectators in an emotive and engaging way. Working alongside our sister company Undertow Media, we would ensure a fully integrated social media campaign supports this activation concept with participants and spectators uploading content, hashtagging photos and videos and sharing them with their friends.

There would also be an opportunity to host a live web-cast of the Run to Rock concert, with details included within an online hub about how every event participant powered the concert being viewed by people all around the world.

Bastion EBA would work with Fairfax Media to manage details to bring this activation to life. Managing activity including: • How many events Fairfax would like to activate the Run to Rock concept at, as this will determine costs/logistical timeframes • The size of the footprint where the top surface technology would be laid i.e. a section close to the finish line is recommended as well as a section of the

spectator viewing platforms • The logistics and management of the rock concert at the finish line • Sourcing acts and liaising with managers, audio visual suppliers, stage builders etc • Development and execution of sponsorship plans to offset costs of the top surface techology and rock concert • Final creative activation concept details • Full events team implementation and bump out for each of the events

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PR StrategyPublic relations activity to support the Run to Rock event/s would focus hugely on the two exciting, newsworthy angles - the track technology and the post-event concert - and include a number of components. PRE-EVENTTo launch the concept, Undertow Media would prepare and disseminate a media release announcing the innovative energy initiative, targeting:• Mainstream news media• Technology titles and websites• Green and environmental media• Health, fitness and lifestyle titles The media release would include quotes from Fairfax Media about the exciting new direction for the event/s, a representative from the technology supplier to build the innovation angle and an expected participant and/or ambassador. This activity would be expected to generate widespread media coverage across a variety of national and local titles. A secondary media release would be created, focusing on the concert aspect of the event/s (ideally incl. details of the headline act) and be sent to music, events and ‘what’s on’ listings to encourage further editorial and attendance. To preview the technology to key media and consumers (and should budget permit), Undertow Media would also recommend installing pop-up trial sites in Melbourne and Sydney city centres - Sydney ideally in Martin Place outside Sunrise with an exclusive offered to the 7 Network. Locals would select their favourite song (jukebox style) and be invited to dance to energise the tiles, causing a sound system to pump out tunes. Media would be invited down to the site to tie in with the announcement media release, further supporting the launch communications with extra editorial opportunities and video footage. The installation of the all new ‘techno-track’ would generate further media opportunities ahead of the official event/s. Undertow Media suggests two further editorial-driven initiatives:• Engaging a videographer to film the installation so a time-lapse video compilation could be

distributed with a race reminder in the days prior to the event• A media call at the track during installation to encourage news media’s attendance and

reinforce the ‘uniqueness’ of the story

POST-EVENTImmediately following the race event/s, Undertow Media would incorporate highlight news stories (e.g. the power generated) into the post-event results media release, and distribute along with event photography and special foot-level photography. Undertow Media would create a second music & event focused media release and media call to support the concert event, with concert and crowd photography, to go out later in the day direct from the event.

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Activation Overview

Inspired by the North Vs South Marathon, the Divide to Conquer activation would see runners entering the event based on their current place of residence or where they grew up. This concept could also work for a range of opposites (not just the areas where they live).

There would be a scored competition between the two sides with the winning side decided by a combination of the times for the top male and female running for each side. The side with the most points wins.

This activation would tap into competitive spirit and healthy rivarly in the lead up to the event and on the day and would culminate in a united finish line festival where the two sides come together in celebration.

Bastion EBA would work with Fairfax Media to manage details to bring this activation to life. Such as:

• Activation merchandise and online hub to ensure the engagement commences months prior to the first event

• Event logistics to manage the ‘two team’ concept

• Integration and engagement with spectators ensuring they also have the opportunity to support Team A/Team B

• Creative development and implementation of the festival of celebration at the conclusion of the event

• Full event team implementation and bump out at each of the events

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2PR StrategyWithout the obvious ‘news hook’ of the first event concept, the public relations support strategy for Divide to Conquer will centre on participant and team profiling (building the ‘team feeling’ and competitiveness), and engaging ‘team’ ambassadors and charities to further support this.

‘Team’ profiling would take the form of:

• Photo opportunities of ‘rival team’ families and friends competing against each other

• PR around rival team training sessions

Fairfax Media could further support the event concept by:

• Branding the Fairfax weeklies according to the rival teams (e.g. on north and south divides)

• Creating a shareable Facebook quiz where consumers can decide which side to take (e.g. Are you North or South?)

Ambassadors would be a crucial element of this campaign and budget would be required to secure a number of big name identities, to be the hero/heroes of the rival teams. For example, if the team divide was North/South (in Melbourne), Undertow Media would recommend engaging Tommy Little (North) and Dave Hughes (South) to bolster media interest and provide further profiling opportunities. Undertow Media would put forward a selection of ambassadors for each event, aiming to deliver best return on investment in terms of consumer and media engagement, and be on-hand for all negotiations, briefing and to deliver a raft of pre- and at-event ambassador interview opportunities.

A team focused charity link could further the team-related media coverage. We recommend:

• Designated team charities per team - consumers could still choose their own if they wish but suggested team charities, e.g. three options per ‘team’, would provide another layer of media-worthy content

• Working with the identified team charities to develop media angles (e.g. about the charity and what the financial support means in real terms) and profile the charities to local media

• Releasing fundraising and participation tallies throughout the lead-up

Ongoing Media Relations

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ptsSupporting all feature-focused editorial content would be a comprehensive ongoing

media relations program to drive further earned media, consumer interest and encourage participation.

The importance of this layer of media communications cannot be underestimated as dedicated media contact across a variety of angles will expose the widest audience possible to the Fairfax Media sports portfolio. Undertow Media has detailed the stages and timings of this component of the media strategy below.

To further demonstrate Undertow Media’s commitment to the success of the Fairfax Media sports events (as well as the agency’s understanding of the series), we have devised a number of further PR concepts that could be implemented and tailored to support either of the proposed event concepts, with great success.

SERIES LAUNCH STUNT CONCEPT

• Select group of 20 (fit) media & influencers who are invited to meet at a CBD location with running gear on

• Ambassador/s and elite level runner/s in attendance

• Group mystery run to point where series theme is revealed, e.g. the Myer Music Bowl (Melb) or the Standard (Syd) for Run to Rock

• Stunt videoed and social media encouraged via special hashtag

POP UP REGISTRATION BOOTHS

• Capture runners’ attention at places they go (e.g. The Tan, Bondi-Bronte) and encourage registration

• Use ambassador/s with megaphone to add quirk factor & social media hook

• Integrate sponsors via spot prizes

DEDICATED ONLINE PORTAL

• One portal for all ‘One to Run’ series events

• Support event content with runner profiles, training tips etc.

• Ability to sign up for multiple events

• Earned media to direct consumers to portal - building awareness of full suite

TIMINGS

Long Lead(4 months)

Medium Lead(2 months)

Short Lead(Month of)

Get Fairfax’s running events onto the calendars of runners

across Australia

Share runner’s stories to inspire others and drive

registrations

Media relations hits fever-pitchNews updates immediately prior

to, at & post event (incl. results & imagery)

Calendarof Events

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2014 / 2015 Fairfax Media Sports Event CalendarJUNE JULY AU GUST SEPTEMBER O C TO BER N OV EMBER DECEMBER A P RILJA NUA RY F EBRUA RY M A RCH M AY

The One to Run’ Series City2South, Brisbane 15th City2Surf, Sydney 10th Canberra Times Fun Run 7th City2Sea, Melbourne 16th Round the Bay, Auckland 8th Other Fairfax Media Sports Portfolio Events SMH Sun Run 31st SMH Cole Classic 1st Australian Running Festival 11 - 15th SMH Half Marathon 18th

Monthly PR Fee $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 Notes *Not yet included are: Perth ‘One to Run’ event or Sun Herald Run Sydney as dates were unable to be found

Based on the calendar of activity as outlined, a monthly PR retainer of $12,000 + GST will cover: · Preparation of media strategies · For all events · Covering long, medium and short-term targets · Including feature editorial concepts, profiling, event-focused pre-race reminders & post-event coverage· Creation of extensive media lists in accordance with media strategies· Engagement of and ongoing liaison with ambassadors including negotiation and briefing· Preparation of campaign Key Performance Indicators (KPIs)· Preparation and dissemination of all media materials· Co-ordination and attendance at media interviews· Facilitation and attendance at media filming opps and photo shoots· Sourcing participants for profiling and creating stories for media and Fairfax Media to use· Liaison with sponsors, media partners and other key stakeholders around media opportunities· On day support at events, including liaison with winners for quotes and overseeing all media activity· Working with Fairfax Media social media team to ensure shared content and integration· Dedicated account management team· Weekly reporting· Measurement and valuation of editorial achieved· Preparation of post campaign reports for all events and full series reportPlease note the above fee is agency retainer only, does not include GST and does not include any third-party supplier costs (e.g. ambassador fees, videography/production, printing etc.). All third-party costs are costed for approval prior.

Both of these activations are

scalable concepts and will be dependant on the size/scale/footprint

& numbers of locations.

CONCEPT 1 RUN TO ROCK

Concept could work as a small scale concept/section of the run that powers a pop up performance at the finish

line or a full scale activation where the technology covers the various areas of the course and the concert is a full

scale stage/set up.

CONCEPT 2 DIVIDE TO CONQUER

Would require a marketing communications program to support it in the lead up to the

event and again would be based on the number of events we activate this

concept at.

Activation budget

CaseStudies

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NISSAN CORPORATE TRIATHLON NATIONAL SPONSORSHIP LEVERAGE

OBJECTIVE: Bring Nissan’s sponsorship of the Nissan Corporate Triathlon Series to life in the event environment and drive awareness beyond the on-ground activation

THE IDEA: • Integration of Channel 7 and Nova national partnership/celebrity integration • Nissan hosted training boot camps in locations across Australia in the lead up to the events

• Nissan VIP Corporate Hospitality Marquee on-ground Re-fuel at the Nissan Car Display on-ground

RESULTS: • 15K visits to the Nissan Car Display • 3 400 people signed up for test drives • 4 077 Nissan video splits were downloaded from Nissan website • Media partnership drove 2.3 m worth of coverage

THERMOSKIN ENHANCEDRECOVERY CENTRE

OBJECTIVE:

Identify an activation for the Thermoskin brand that assisted in rejuvenating the brand with its core audience while also attracting a slightly younger demographic.

THE IDEA:

Sponsorship of the Mother’s Day Classic complemented by the activation of the Thermoskin Recovery Centre - a 5 min massage centre for pre-event and post-event participants to warm up/cool down in.

A Thermoskin product stand with sales staff managing it was set up at the entrance to the Recovery Centre.

Triathlon

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at Big Day Out Music Festival

RESULTS:

• 25 000 massages conducted • Product display attracted over 3 000 enquiries • Retail offer was redeemed by 35% off for those

who received it

JAY JAYS SPONSORSHIP RIGHTS AND ACTIVATION OF THE SILENT DISCO AT BIG DAY OUT MUSIC FESTIVAL

OBJECTIVE: To align the Jay Jays brand with a major music festival property and produce an activation that drove the most effective brand awareness possible via the event property

THE IDEA: Secured the rights of the Silent Disco at every Big Day Out event activation Brought the Jay Jays Silent Disco activation to life via branding of 25K earphones inside the Silent Disco

Activate a Jay Jays Freedom of Expression Silent Disco Photo Booth on the way into the activation – a photo was supplied in a plastic sleeve along with a relevant retail offer to redeem in store

RESULTS: An average 30 000 people experienced the Jay Jays Silent Disco 25% of people redeemed the in store offer 300,000 people downloaded their photos online post event

Jess Nunns

CEO, Undertow Mediajess@undertowmedia.com.au

0407 702 881

Zoe Carr

GM Activations & Events, Bastion EBAzoe.carr@bastioneba.com.au0412 577 985

ACN 150 839 286

14-18 Cremorne Street

Richmond VIC 3121

MELBOURNE - SYDNEY - BRISBANE - AUCKLAND