Victorian Architecture Awards 2018

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

Develop and drive a media relations program highlighting the Victorian Awards as the longest standing and 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 shortlist, 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, we developed a number of sectorial and thematic narratives: education, health, social sustainability and even cemetery design. Tapping into our long-held media relationships, we created unique pitches for each story and narrative.

Results

Blanket niche and general media coverage was achieved, with 68 features across top tier publications such as The Australian Financial Review, The Age, The Australian, Herald Sun and The Design Files. Editorial embraced many forms, including thought leadership pieces, shortlist announcements, and opinion pieces featuring Victorian Chapter President Amy Muir. The outcome was greatly heightened awareness of the Victorian Chapter and Awards, with a cumulative reach of 60 million views across all media platforms.


Services

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