The Challenge
MediaCast works with Telstra on a project basis to drive
awareness of the brand, highlight announcements and raise awareness of new
services and products.
With Telstra’s mobile network reaching approximately 99.6%
of the Australian population, our campaigns target both national audiences and
regional Australians, depending on the story.
The Strategy
When working with Telstra, our strategic approach is based
on the specific campaign’s messaging and goal. For example, if the campaign is
targeted towards a more regional or remote audience, we dig deep into regional
and community stations across Australia and leverage our relationships with
these outlets to reach the appropriate audiences throughout the country.
If the story calls for a more top-tier national strategy, we
focus our approach on working with journalists from these stations to the
relevant audiences at a more national level.
The Execution
Campaigns were executed through coordinated media
announcements, supported by interviews and Audio News Releases (ANRs)
distributed across broadcast networks. Key spokespeople were secured for live
and recorded interviews across radio stations nationally and regionally,
ensuring consistent message delivery across multiple formats.
Each campaign was rolled out through structured media
outreach and syndication networks, leveraging strong broadcast relationships to
secure widespread radio uptake and ensure consistent dissemination of Telstra’s
messaging across both metropolitan and regional Australia.
The Outcome
The campaigns delivered strong national and regional reach,
generating high-volume broadcast coverage across metropolitan, regional and
community radio networks.
The Temporary Disaster Roaming campaign secured 159 items of
coverage, including widespread syndication across rural and Indigenous radio
networks, reinforcing Telstra’s messaging to regional audiences.
The Satellite Home Internet launch achieved 138 items of
coverage, with strong radio uptake across ABC, commercial and regional
stations, while the 3G Network Switch-Off Extension generated 414 items of
coverage and extensive national syndication across major networks including ABC
Radio National and Triple M.
Overall, the campaigns ensured consistent visibility for
Telstra across key connectivity announcements, with messaging reaching both
national and regional audiences at scale.