Girl Guides Australia
Public Relations Institute of Australia NSW + National WINNER
Best PR Campaign on a Small Budget
Girl Guides Australia Biscuit Drive
LBPR was engaged to create and deliver a PR strategy that leveraged the Diamond Anniversary of the Girl Guides Australia Biscuit Drive to generate national editorial media, raise awareness for the Drive and generate biscuit sales. LBPR took a tiered approach, allocating campaign budget to areas where LBPR could deliver the greatest value – national, state and regional – based editorial media relations. An exclusive and highly tailored media strategy was employed to secure coverage, and a DIY PR Toolkit enabled Girl Guide units to secure their own local coverage.
Biscuits sold out nationally with PR the only element of the marketing mix active. Nearly 100 pieces of on-message editorial media coverage were secured across national, state and regional media, including Channel 7’s Sunrise, Better Homes & Gardens and News.com.au.
“Girl Guides Australia’s Diamond Anniversary of selling biscuits was a milestone event and we chose LBPR to tell our story. LBPR proved to be an essential element in the success of the 2018 Girl Guide biscuit fundraiser. We sold all biscuits ordered and this was because of the national, state and regional editorial media coverage secured.”