Category: Integrated Marketing & Communications Program

The brief

Honner has enjoyed a trusted and successful partnership with NAB for over a decade. 

Working in lockstep with NAB’s busy marketing, senior leadership and corporate affairs teams, Honner was appointed to provide strategic multi-channel communications support for NAB’s Broker Distribution business (as well as other business lines across the bank). 

Elevate NAB’s position as the ‘bank behind the broker’ in Australia’s competitive and dynamic lending market with our specialised industry insight and media expertise.  

This program encompasses strategic communication advice, multi-media content strategy and execution, event and awards support and an extensive PR program targeting Australian mortgage brokers. 

What we did

Fully integrated media campaigns: Worked seamlessly with NAB’s senior strategic marketing leads, media buying and creative agencies to drive a vast sponsored content and earned media program. 

Compelling content and thought leadership:  Shaped the narrative of new and engaging content platforms such as NAB’s dedicated broker webinar Forward View, and NAB’s Market Megatrends research report, developed in collaboration with CoreLogic.  

Broker advocacy and education: Advised and executed content for NAB owned channels and advocacy platforms including regular digital and in-person industry events, video updates, awards support, LinkedIn and direct to broker communications. 

Maximising value from sponsorships and events: Developed timely messaging, keynote speeches and multi-media content assets to support NAB’s extensive sponsorship and partnership commitments.  

Brand building through strategic PR and content: Actively worked on a PR and content strategy that has helped to elevate NAB’s brand positioning within the Australian mortgage broking community.  

Client outcomes

Honner has contributed to positive positioning in numerous high-profile media interviews, articles, in person and online events and podcast appearances, regularly and proactively reinforcing NAB’s commitment to the broker channel.  

NAB’s Forward View continues to achieve strong engagement: following the November 2022 event, the number of brokers actively writing business with NAB increased by 28.6% and registrations continue to increase YoY. 

NAB’s inaugural Market Megatrends research paper achieved over 1,500 downloads, and a range of proactive earned media articles, with an average reach of 109,000. Honner played an integral role in shaping the narrative and supporting a targeted launch event with 30+ attendees (covering media and industry stakeholders). 

Helped to support an 80% uplift in followers to NAB Broker’s LinkedIn page over a 12-month period. 

Honner produces an average of 500+ content assets for NAB Broker Distribution each year – more than 90% of all articles are of positive sentiment.

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The brief

Quinbrook has built a global business with a focus on the US, UK and Australian markets. However, awareness in Australia was low.  

Our brief was to raise awareness and build the profile of Quinbrook as a leading renewable infrastructure investor – with a focus on reaching Australian corporates and institutional investors.

Collaborate with Quinbrook’s established US agency, in addition to working closely with Queensland-based leadership team, to develop and drive a proactive and educational PR program in Australia and key offshore markets. 

Promote Quinbrook as a voice of reason with respect to the topic of sustainable infrastructure development and major local renewable energy projects. 

What we did

We kicked off with introducing Quinbrook and its leadership team to Australian media, followed by introductions with overseas journalists and specialist publications. 

Regular stakeholder updates on developments across the sector – and how Quinbrook was rising to, and solving, topical industry challenges. 

As Quinbrook became better known, and the depth of their work became more understood – we promoted their leadership team as a go-to for media commentary on topical issues related to net zero and renewable energy. 

Honner also promoted, managed and explained the firm’s involvement with what is expected to be the world’s largest integrated renewables project – the multi-billion-dollar Sun Cable Project – where it was reported as “the voice of reason” in the development. 

As an extension of a lean marketing team, we also provide strategic advice, marketing support (including advertising) and issues management. 

Client outcomes

Honner has established Quinbrook as a clear and leading voice on renewable energy infrastructure investment among its target audience. 

This includes building active relationships with mainstream financial media as well as specialist ESG / renewable / sustainability writers and general media. 

The program has resulted in much greater awareness of the business – supporting the firm’s goal to build relationships with institutional investors and identify potential business partners. 

The Sun Cable Project announcement in June 2023 has resulted in 43 pieces of high-quality media coverage where Quinbrook is positively positioned and profiled, including the Australian Financial Review, The Australian, other mainstream and trade press as well as broadcast and online media.  

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The brief

Promote PLACE as a leading Australian architectural practice that is uniquely positioned to offer strategic development insights to the property investor market.

Help drive commercial opportunities for PLACE through increased profile and engagement with key audiences.

Educate property developers and investors on the importance of ‘designing for yield or income’.

Educate and build relationships with key business and property media.

Add value and help win further business via increased brand awareness.

Profile PLACE as an employer of choice to attract and retain talent.

What we did

Worked with the PLACE team to develop a multi-channel PR program to support the firm’s business objectives.

Developed comprehensive messaging to actively engage both property developer and investor audiences.

Engaged the PLACE Studio spokespersons in media training run by our in-house team of experts.

Tapped into the news cycle around the recent rental market crisis by pitching topical stories into the daily and weekend papers – The Australian Financial Review and The Australian.

Developed case studies and drove an active media relations program across mainstream and trade press to showcase PLACE’s point of difference, their expertise and how ‘designing for yield’ can result in greater returns and benefits for all involved.

Conceptualised, drafted and launched thought leadership content on ‘lease to own’ – a concept that provides PLACE with a unique position in the topical affordable housing discussion.

Client outcomes

PLACE Studio has a unique approach: from a standing start we were able to engage key journalists with topical storylines that tapped into current industry themes.

Over the first six months, we generated significant media coverage in key publications including the AFR, The Australian and a range of investment and property media reaching millions of Australians – including property developers, investors and owners.

We expanded media coverage beyond the traditional property sections to include investment magazines and more, reaching a wide national audience.

A major article in The Weekend Australian generated a social conversation as to why three-bedroom apartments are better than two, for living in – and for investors. This coverage alone generated significant interest in the firm and resulted in new business as well as employment inquiries.

PLACE Studio is starting to be recognised as an industry leader that is worthy of comment and to whom the media is now beginning to turn for insights.

Thought leadership pieces continue to assist the firm develop new areas of business.

PLACE Studio reported a 1000% increase in media coverage over the past six months resulting in better brand recognition and more leads. Followers on the company LinkedIn page have increased by 185% while the CEO’s Instagram followers have increased from 1,000 to 107,000 over the same period.

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The brief

Honner was the first PR agency appointed globally by the crypto behemoth – using Australia as a ‘test case’ for outsourced PR. 

Reinforce Crypto.com’s commitment to Australia by showcasing its significant investments in sports partnerships and world-first product launches in the local market. 

Improve Crypto.com app adoption and engagement in Australia and create a sense of community among users.

Successfully launch innovative products such as the Crypto.com Visa card, Crypto.com Pay Merchant to help with the B2C and B2B growth of the business. 

Build and maintain brand presence and trusted relationships with industry stakeholders, investors and customers. 

Accelerate mainstream adoption of cryptocurrency in Australia via the Crypto.com ecosystem.

What we did

• Developed a multi-channel marketing and communications program to proactively promote and protect the brand in the Australian market. 

  Collaborated with the global comms team to align with the global PR and marketing plan and localise campaigns and thought leadership.  

  Conceived and drove local B2B and B2C campaigns – such as the delivery of a major research report – Crypto for the real world, to support the launch of Crypto.com Pay Merchant allowing Aussies to pay directly in crypto (a world-first). 

  Supported on major strategic partnership announcements such as the AFL, OTR and Blockchain Australia. 

  Provided ‘always on’ media relations for APAC leadership and other international spokespersons.

  Provided issues management support in the bear market of 2022. 

Client outcomes

• Despite market conditions being complex, we delivered multi-faceted on-the-ground counsel and communications activities that resulted in significant wins in the Australian market – in terms of positive media engagement and key industry awards. 

  The Crypto.com Pay Merchant launch announcement alone secured significant Tier 1 media coverage including Sunrise, The Australian, The Daily Telegraph, ABC Radio, Seven News – with a collective audience reach of over 4 million. This success helped the commerce side of the global business grow significantly, while paving the way for more merchant partnerships.

  Crypto.com achieved a #3 share of voice with over 4,000+ media articles published in Australian media during 2022. 

  APAC leader secured #2 share of voice in Australia and continues to be a trusted voice in the APAC region on industry matters and use cases for blockchain technology. 

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