Case Study

An electric media event for eLumina

Sparking media and government interest in a major manufacturing project for Queensland

Background

eLumina is an Australian-owned company that provides innovative energy solutions, prepares businesses for the new generation of energy infrastructure, and manufactures electric vehicle chargers and battery energy storage systems. In 2024, it will open a $20 million facility on the Gold Coast that will be Australia’s first factory capable of producing both community lithium batteries and EV chargers.

Approach

Akin organised a tour of the yet-to-be-completed facility to raise eLumina’s profile in the region and sector and build excitement ahead of the factory’s grand opening. The preview was an opportunity to engage media, industry, and local, state and federal government leaders in relevant policy areas including energy, climate change, state development, infrastructure and batteries.

Ahead of the event, Akin facilitated introductions and networking with journalists to raise the CEO’s profile and provided media training to company representatives. To secure strong attendance at the event, Akin leveraged connections forged with relevant policymakers and stakeholders as part of a longer term and systematic government relations campaign for eLumina.

Drawing on extensive event and media management experience, Akin designed and coordinated a factory tour that catered to journalists by providing strong visuals, interview opportunities and access to key spokespeople. It also enabled the eLumina team to engage with attendees and build strong connections with industry and government stakeholders.

Outcome

The factory tour generated significant media coverage across local, state and national outlets to raise awareness of eLumina’s brand and contribution to Australia’s energy future. Media highlights include reports in The Australian, The Courier Mail and Innovation Aus and TV packages on Channel 9 and Channel 7.  

The event’s exposure accelerated eLumina’s engagement with government and the building of relationships with potential business partners and customers. Social media posts about the factory from a Queensland Government Minister as well as the State Government’s dedicated business agency provided important recognition of the project and further boosted eLumina’s exposure and credibility with governments.  

There was positive feedback from attendees, who appreciated the opportunity to learn more about the technology and meet eLumina’s executive team. Many guests posted about the visit on LinkedIn and expressed interest in attending the factory’s grand opening. 

Case Study

Elevating EdTech through strategic engagement

Creating government engagement opportunities for Australia’s education and innovation industry hub

Background

As part of its mission to advocate for the Australian EdTech sector, EduGrowth engaged Akin Agency to help it build and strengthen strategic relationships with government, policymakers and key industry stakeholders.

Approach

Leveraging our experience in government engagement, advocacy and events, Akin developed and delivered a full-day program in Canberra in March 2024 for a delegation of 30 EduGrowth members, which was focused on creating opportunities to build meaningful connections.  

Ahead of the delegation’s visit to Canberra, Akin conducted a comprehensive government relations workshop with members to understand their perspectives and goals, and to identify impactful narratives to drive engagement.  

Akin identified stakeholders that aligned with EduGrowth’s goal to advance Australia’s EdTech sector and secured meetings for members of the delegation with relevant Ministers, Members of Parliament, diplomats, trade representatives and media. Akin also arranged for members to attend an address at the National Press Club, a visit to question time at Parliament House, and an exclusive dinner for the delegation with Ministerial staff and relevant journalists.

These events enabled the delegation to connect with key people relevant to the EdTech sector, discuss pressing issues, and identify opportunities for EduGrowth members. 

Outcome

The program elevated EduGrowth’s profile within government and media circles, deepening their understanding of the sector and laying a strong foundation for future engagements.

Participating industry leaders benefited from introductions to key stakeholders who can contribute to driving innovation and progress within the Australian EdTech sector. 

Case Study

Media campaign to launch tech jobs target

Award-winning campaign to raise awareness of tech jobs in Australia

In late 2021, Akin Agency partnered with the Tech Council of Australia (TCA) to launch an earned media-led campaign to encourage Australians to pursue a job in the tech sector. The campaign was delivered to raise awareness of the work needed to employ 1.2 million tech jobs by 2030. The campaign also served to increase the TCA’s industry influence with key stakeholders and drive value for members.

The campaign used insights from the TCA’s report ‘Australia’s Tech Jobs Opportunity – Cracking the code to Australia’s best jobs’ to drive a series of media and advocacy activities that ran across print, online, and broadcast in major publications including The Australian, Australian Financial Review, ABC Radio and Sky News. The campaign also targeted specific regions with data points relevant to their demographic and promoted stories of real people who demonstrated the tech jobs opportunity.

The campaign culminated with Prime Minister Anthony Albanese, Minister for Climate Change and Energy the Hon Chris Bowen MP, and Minister for Industry and Science the Hon Ed Husic MP attending The Iconic’s fulfilment centre in Western Sydney in March 2022, to announce the Australian Labor Party’s commitment to support the TCA’s mission to employ 1.2 million Australians in tech jobs by 2030. The press event was covered by political and tech journalists from the Australian media. The MPs met with TCA Chair Robyn Denholm, TCA CEO Kate Pounder, The Iconic CEO Erica Berchtold, along with some of the warehouse workers to hear their stories of tech jobs.

In addition to the ALP announcing its shared commitment with the TCA, the campaign also led to more than 1,000 media mentions and reached an audience of more than 50,000 – which is an advertising equivalent of $3,139,845. The campaign also further assisted in strengthening existing relationships while building new connections with government, regulators and a range of people with influence over the tech industry.

The campaign was awarded runner up – External Campaign of the Year, at the 2022 Associations of the Year Awards.