Telstra Business Awards

Highlighting commitment to Australian business

Business Objective

To help reinforce its commitment to Australian small and medium business owners, Telstra wanted to amplify the awareness and engagement with its awards programs.

Strategic Approach

The awards were positioned as a celebration of small and medium businesses and owners across Australia. Lighthouse developed an annual media communications strategy that drove awareness and encouraged nominations, while highlighting Telstra’s commitment to Australian SMEs.

Activity

Lighthouse leveraged localised stories and led communications campaigns that increased annual awareness for the awards and their nominees, while at the same time drove government and peak body awareness to encourage broader endorsement and further increase quality nominations.

Commercial or Communications Outcome

Annually, Lighthouse exceeded Telstra’s targets of improving total media coverage or delivering high-impact coverage in Tier 1 media channels for both programs. The company also delivered new PR outcomes that increased alumni participation and contributed to repeated record conversion rates of nominations to entries.