Suncorp Bank Media Relations

Suncorp Bank engaged Three Plus to undertake general media relations program to promote its reputation as a businesses and personal lender.

Task

Our brief was to drive proactive national and regional media coverage, with Aspiring Australians as a target market. A significant piece of work involved thought leadership, with Suncorp Bank commissioning research around the cost of living.

Response

A national survey was undertaken to determine how Australians spent their money (communications and technology, clothes and grooming etc) with the intent of drawing a range of interesting/surprising conclusions about spending habits).

Three Plus planned the media program around existing arrangements with APN while at the same time looking to maximise additional target media coverage, including national TV, metropolitan radio talkback, and metro / suburban press in Brisbane, Sydney and Melbourne.

The launch date was timed to take advantage of a ‘slow news period’ over Easter.

The strategic design of the survey and ‘creative’ data drilling developed a number of compelling news angles with the power to attract national coverage as well as interest in identified regional markets (Queensland and its regions, New South Wales and Victoria).

Achievements

Overall, the campaign resulted in significant national coverage including:

  • mentions on national breakfast television: Sunrise (Seven Network)and Today (Nine)
  • Early General News stories (with photos) in The Australian and Sunday Mail
  • prominent stories in Seven and Ten national news bulletins
  • discussions on primetime talkback programs on 2GB and 3AW
  • press and radio coverage in each Queensland region.