Trent’s Tanaka Trim

Experiential, PR
  • Client Tanaka
  • Date 17-10-2012

THE BRIEF

Promote Tanaka’s range of durable and reliable whipper-snippers through a well-publicised charity campaign. Generate regional media coverage on the benefits of the Tanaka range.

THE IDEA

Promote Tanaka’s range of durable and reliable whipper-snippers through a well-publicised charity campaign. Generate regional media coverage on the benefits of the Tanaka range. Partner with Shake It Up & Beyond Blue to raise awareness of male mental health issues and Parkinson’s Disease through a month-long experiential campaign.

THE EXECUTION

Every relevant media outlet across print, online, radio and TV was tipped off early in the morning to ensure maximum coverage. This coupled with Sydney’s peak hour traffic ensured we would generate mass exposure about a serious health initiative.

THE RESULTS

Throughout the month long campaign, MAW generated 195 pieces of editorial in Australia hitting 2.4 million people for an estimated $750,000 dollars of media coverage. Trent’s Tanaka Trim also raise $20,000 for the Beyond Blue and Shake It Up charities.

The media hype surrounding the campaign also increased the number of enquiries and sales of Tanaka power equipment around the country.