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Corporate Publications


Gold
Campaign Title

ANZ BlueNotes
Client

ANZ
Agency

N/A

Media power has shifted to audiences. Concurrently, expectations on banks to be more transparent have ramped up. For ANZ, there was a particular need to respond to changing expectations following the global financial crisis and the reputational challenges facing financial services. There was also a competitive imperative to become a leading social-enabled bank. A key response to these challenges was BlueNotes, a socially-enabled communications platform (ie website).

The goal was to demonstrate ANZ’s regional insight while creating opportunities for direct dialogue between the bank and stakeholders. At the same time, the platform could reduce dependence on traditional-media and give the brand a showcase for thought leadership. Managing relationships with media, regulators, government, analysts and investors is critical to ANZ’s reputation and BlueNotes directly addresses those strategic objectives.
In the past the bank’s communications structure only allowed a couple select people to speak on its behalf, which was a key internal challenge BlueNotes had to overcome. Tactical hires were made to create a dedicated newsroom. Award-winning business journalist Andrew Cornell came on as managing editor and Amanda Gome ex-Private Media CEO became head of strategic content.

The impact of BlueNotes exceeded expectations on almost all levels. The external subscriber goal was 2,000 within 12 months; as at March 2015 there were 3,300. The open rate is high at 40 per cent, more than double industry averages. Traffic has also been more than double the original goal while time spent on articles was respectfully above benchmarks of two to three minutes.
 

Silver
Campaign Title

Hotels.com Chinese International Travel Monitor
Client

Hotels.com
Agency

N/A

China’s outbound tourism has grown rapidly to become the world’s largest, yet studies on Chinese travel preferences, particularly linking their needs with international-hotel preparedness, were significantly lacking. In 2012 Hotels.com took on the task and polled its international partners. Beyond gaining top-line insights, the communications objective was to position Hotels.com as a thought leader in the global travel industry.

Among strategic goals, the report could generate engagement across platforms, to garner further coverage and debate. It would also serve as an education platform for consumer, trade and governmental stakeholders while highlighting visa-system anomalies worldwide for Chinese travellers. All these would then drive traffic to Hotels.com and bolster its reputation as the hotel expert.

Hotels.com worked closely with research firm TNS to design and carry out the survey. Results were then segmented, analysed, combined with other research, and presented in English and Mandarin whitepapers. The company created microsites in English and Mandarin, maximised for SEO and SEM, to disseminate findings. A media roundtable was also arranged in Sydney with support from the Australia Tourism Board. Following distribution, momentum was maintained through social media, infographics and a blogging programme that took in sites like the Huffington Post.

Over 100 media attended press conferences in Australia, Taiwan and China, generating coverage on CNN, CBN, China Daily and The Standard. Over 1,000 pieces of print, online and broadcast coverage appeared within the first two weeks. To date the full report has been downloaded over 3,500 times and traffic to the Hotels.com website in China is up five per cent.