Boolarong Press is a Brisbane based publisher, established in 1976 to enable authors, particularly in Queensland, to produce, market and sell their stories to readers across the country.
The Objective
Boolarong Press engaged MediaCast to create excitement and a buzz around the launch of a new children’s book Grandfather Emu. The goal was to drive consumers online and in-store to purchase the beautiful Aboriginal Dreaming story by Rhonda Collard-Spratt and Jacki Ferro. Part of the proceeds from each book sale went to the Indigenous Literacy Foundation, to help fund their reading programs for people in over 400 remote Aboriginal communities.
The Campaign
We developed a creative that addressed the lack of knowledge around Aboriginal culture in Australia – despite it being the world’s oldest continuous culture. By using both author, Rhonda and illustrator, Jacki as talent for the campaign, MediaCast and Boolarong Press shared the inspiration behind the book and the significance of telling the story.
The Outcomes
MediaCast secured 484 pieces of radio and TV coverage across Australia reaching an estimated 12 million people across every state and territory. Highlights for this Media Day campaign included a segment on Studio 10 and an article in The Queensland Times as well as interviews on ABC Radio South East, ABC Radio Hobart, ABC Radio Perth, ABC Radio Brisbane, National Radio News (which syndicates to over 300 stations), National Indigenous Radio Service (which syndicates to 35 stations), ABC Queensland Regional Drive (which syndicates to 11 stations) and the Luke and Susie Show (27 stations).
