The Department of Foreign Affairs and Trade (DFAT) recently developed a new Smartraveller awareness campaign to encourage Australians to be prepared and informed before travelling. To launch the campaign with Foreign Minister Julie Bishop, DFAT engaged N2N to hold a stakeholder and media event prior to managing an ongoing proactive media program.
To ensure the event cut through the media agenda (on the eve of the 2015 Melbourne Cup), N2N developed a strategy that included Australian actor Les Hill as event emcee, Australian T20 cricket captain Aaron Finch as event talent and coincided with the release of the inaugural Consular State of Play Report, which highlighted key findings of Australians seeking consular assistance abroad.
The event was front-lined by Foreign Minister and Deputy Liberal Leader, Julie Bishop, and was attended by over 60 industry stakeholders as well as key TV, print and radio journalists. The event generated over 36 pieces of media coverage that not only focused on the interesting statistics from the report but also highlighted the launch of the Smartraveller advertising campaign, which has set a solid base for the next phase of proactive media stories.