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.

Case Study

Trade, sustainability and diversity on the agenda for Sweden’s Royal Tour

Akin led the media campaign for the Embassy of Sweden’s Royal Tour in Canberra and Sydney, balancing key diplomatic priorities along with royal hype.

Akin Agency worked closely with the Embassy of Sweden in early 2023 to coordinate the visit of Their Royal Highnesses Crown Princess Victoria of Sweden and Prince Daniel of Sweden, along with Sweden’s Minister for International Development Cooperation and Foreign Trade to Australia and New Zealand, Mr Johan Forssell. The official visit was part of the Swedish government’s priority to deepen and strengthen its relationship with Australia and unlock new opportunities for collaboration, particularly in the spaces of sustainability, trade cooperation and diversity and inclusion. 

Over the course of several weeks, our team developed the brief, and communications plan, and drew upon each team member’s experience to provide event coordination for smooth delivery of the itinerary in Sydney and Canberra. The locations included the National Museum of Australia, Tidbinbilla Nature Reserve and ACT Emergency Services Agency, the National Arboretum, the Australian National University, Business Sweden, the Sydney Opera House and the Royal Botanic Garden. Simultaneously, we connected them with key journalists and media outlets covering topics relevant to the trade mission.

Akin managed and led Australian media outreach with an exclusive interview with The Australian and a field trip with a journalist and photographer from The Canberra Times. Coverage spanned print, TV, radio and digital on The Guardian, SBS, ABC, The Canberra Times, News Corp, Channel 9, Channel 10, Innovation Aus, WIN News, The Daily Telegraph and The Driven. This resulted in more than 143 media items with a potential audience reach of 16,988,576.

Case Study

Strengthening safety with St John Ambulance ACT

Akin led a comprehensive advocacy plan that included both media and government relations

Background

The CBR NightCrew is program powered by volunteers from St John Ambulance ACT that provides first aid and other support services to the Canberra community, with the aim of reducing the number of ambulance and police callouts in Canberra’s CBD and increasing public safety.

Facing funding uncertainty and recognising its limited experience in media and government relations as a local not-for-profit, St John Ambulance ACT sought Akin’s expertise to develop a media and advocacy strategy to help promote the benefits of its CBR NightCrew service to the local community and government stakeholders.

Approach

Akin’s strategy involved two key objectives: garnering media attention and fostering community awareness, and engagement with local government and ongoing advocacy.

As part of this strategy Akin:

• organised a press conference with well-known media outlets including WIN News, ABC News and RiotAct, to demonstrate the importance of its service to the community
• coordinated site visits for The Canberra Times so journalists could shadow the CBR NightCrew and learn the benefits of the program
• engaged government to outline the significance of its services and the impact on the community if the services were to cease.
• facilitated meetings with Members of Parliament, igniting a surge of interest and paving the way for future site visits.

Outcome

As a testament to Akin’s efforts, the government decided to release the tender to the public. In addition, the above sparked interest and helped make plans for more involvement and support. All engagements generated substantial enthusiasm and solidified plans for additional media site visits.

Case Study

Tech Council of Australia, Parliamentary and Press Gallery Event

We partnered with the Tech Council of Australia, to host its annual end-of-year event to foster connections and celebrate the year’s achievements, attracting over 250 high-profile delegates and significant media attention.

Akin has been the Tech Council of Australia’s (TCA) public relations partner since we delivered its launch in July 2021. The partnership has helped build the organisation’s success, which has grown from 25 to over 160 members and includes some of the world’s largest tech companies such as Google, Microsoft, Canva, and Atlassian.

In November 2021, Akin designed and delivered the TCA’s ‘Innovation Evening’ at the iconic National Gallery of Australia. The event’s purpose was to showcase its members and the TCA’s achievements to a room full of high-profile journalists, and politicians, including the then Opposition Leader, The Hon. Anthony Albanese and the Treasurer, The Hon. Josh Frydenberg, Senators, staffers and industry executives including, CEOs and founders.

The main feature of the event was a digital illustrator who created a piece of digital art that was projected on the stage as the proceedings took place. The art installation was interactive and welcomed delegates to contribute to the piece titled ‘Shaping Australia’s Digital Future’. The artist included quotes from the speakers and discussions in real-time.

The event exceeded the clients’ expectations and was praised in the media with the proceedings and engagements playing a pivotal role in enhancing the organisation’s reputation with it now being an annual event.