Victorian and NSW Architecture Awards 2019

The Australian Institute of Architects Awards program offers an opportunity for public and peer recognition of the innovative work of architects. It also provides the Institute with a valuable mechanism to promote architects and architecture within the state, across the country, and internationally. Communications Collective is proud to count the Australian Institute of Architects as a long-held partner.

Challenge

Following the success of Communications Collective’s 2018 campaign for the Victorian Architecture Awards, CC was engaged in 2019 by both the Victorian and NSW chapters to deliver two campaigns to promote their respective awards programs. This involved the development of a media relations program highlighting the awards as the most prestigious in the sector, while offering value to members through profiling.

Solution

Key trends and projects were identified through in-depth analysis of the shortlists, as well as briefings and interviews with Institute representatives, architects and clients. Particular care was taken to collaborate with all stakeholders, with buy-in and rich leads the reward.


Execution

With a focus on architecture’s contribution to the public realm and the client-architect relationship, we devised a number of sectorial and thematic narratives across education, health, social sustainability and heritage. Tapping into our long-held media relationships, we created unique pitches for each story.

Results

Blanket niche and general media coverage was achieved, with 129 features across top tier publications such as The Australian Financial Review, The Age, The Australian, Herald Sun, Sydney Morning Herald and The Design Files. Editorial embraced many forms, including project profiles, shortlist announcements and trend stories, including the voices of the Institute in the form of the Victorian Chapter President Amy Muir and NSW Chapter president Kathlyn Loseby. The outcome was greatly heightened awareness of the awards, with a cumulative reach of 60 million views across all media platforms.


Services

Strategy;
Media relations;
Project profiling;
Event promotion; and
Copywriting.