GALLERY AU

From high profile Olympic athletes to grassroots swimming, Optus continues to demonstrate its commitment to Australian sport with Thrive driving sports PR campaigns with the Optus Corporate Affairs at a national and local level.
Supporting the of Australian swimmers, in partnership with Swimming Australia, Optus enlisted Thrives support to raise awareness for its Junior Dolphins program and drive a call to action to get more parent’s children enrolled in the local swimming program. With the help of ambassadors, Matt Horton and Libby Trickett, the Junior Dolphin program reached thousands of parents through community events and local PR initiatives, driving sign-ups nationwide.

ANZ MARDI GRAS

With the marriage equality vote having only recently passed, ANZs partnership with the 2018 Sydney Gay and Lesbian Mardi Gras demanded a celebratory communications approach to amplify ANZs long-standing championing of pride and diversity across the country.

Thrive executed a multi-faceted campaign amplifying the much-loved GAYTMs, celebrating ANZs leadership in diversity and launching a new interactive consumer activation that allowed for thousands of ‘glitter messages’ to be launched from the ANZ parade float.

OPTUS SMALL BUSINESS

It’s easy to say YES to working with Optus, especially when you partner with the SMB team for great go-to-market campaigns. One of our favourites was the launch of Ian Thorpe’s new pool cleaning business as he encouraged small business owners to enter a competition to head to the Rio Olympics. The teaser campaign raised eyebrows and sent social media into a flurry when Ian revealed his new pool cleaning business on Instagram.

CALLAWAY GOLF

As the retained agency for Callaway Golf for many years, Thrive challenged the golfing norm, with a creative approach to launch activations. To prove that Callaway’s X Hot range was the highest performing new driver on the market, we staged a major launch event held against Melbourne’s city skyline and showcased the product like it had never been done before.

In partnership with the Callaway team, we devised a creative springboard - a long drive competition with Callaway’s brand ambassador the man with the longest drive in the world, Joe Miller. We staged a three hundred person VIP night event on the Albert Park Golf Course, invited celebrities, media, influencers, golf retailers and VIP golf fans, and partnered with cool brands like Red Bull who pumped out tunes by one of Australia's hottest DJ Grant Smilie. We then created the ultimate celebrity play-offs where stars including AFL’s Sam Fisher, Brendon Goddard and Jimmy Bartel, Socceroo Harry Kewell and model Kris Smith battled it out in a head-to-head competition to see which celebrity could deliver the longest X Hot Launch drive.

The event delivered what it promised; a star-studded turnout and wide-spread endorsement for the performance of the new driver, both in media and in the Twittersphere...and of course, the retailer enthusiasm and path to purchase platform that was intended.

CMRI : JEANS FOR GENES

Thrive has worked with the Children’s Medical Research Institute, leading the public relations for its highest profile fundraising campaign, Jeans for Genes. The all encompassing strategy stretching across multiple years increased major donations for CMRI, upping corporate and school participation and generating thousands of new supporters for the Institute. We’ve negotiated star-studded celebrity ambassadors including Rachel Finch, Sally Obermeder, Jodi Gordon and engaged an army of digital influencers to share their support across social media platforms. We spread the word about CMRI’s outstanding medical research initiatives and impact by storytelling with case studies and research across traditional and digital media. Thousands of stories later, the campaign entered its twenty-fifth year in 2018.

VILLAGE ROADSHOW FILMS : PAN ACTIVATION

Thrive was engaged by Roadshow Films to create, produce and implement creative activations in Melbourne and Sydney to celebrate the nationwide theatrical release of "PAN." Tasked with creating real-life adventure and fantasy, Thrive turned a concept into reality in a matter of weeks for thousands of families to enjoy. Collaborating with some of Australia’s best set designers and stylists, activations ran seamlessly, engaging children and parents, and bringing to life the magic of PAN.

AGL

Thrive works closely with AGL to amplify its broad sponsorship portfolio that includes Zoos Vic, Zoos SA, West Coast Eagles, Skipping Girl, Melbourne Victory, Surf Life Saving WA, Midsumma Festival and Mardi Gras Film Festival.

Having first launched AGLs partnership with Skipping Girl in 2009, Thrive continues to create “new news” around the Melbourne icon and recently attracted statewide attention for her solar upgrades which now have her skipping off grid.

TAFE NSW - VIVID

TAFE NSW tasked Thrive to promote the work of design students who illuminated Sydney at the world's largest festival of light, music and ideas, Vivid Sydney 2018. As TAFE is the leading provider of vocational education and training in Australia, Thrive created and implemented a campaign to showcase the type of practical experience TAFE NSW offers students and the support offered moving forward into working life.

Media outreach focused on highlighting the talents of the next generation of designers, 3D artists, animators and electronic musicians, delivering wide spread results across print, online and broadcast media.

OPTUS REGIONAL

Thrive’s work with Optus is broad however our expertise in community engagement is heroed through our work with Optus across regional Australia.

Activating a hard-working, always on press office across 17 Australian territories, Thrive works closely with Optus, liaising weekly with regional marketing and state managers, to uncover relevant stories that resonate with the local community.

COLES: CENTENARU CELEBRATIONS

As a storyteller for Coles for nearly a decade, Thrive continuously strives to amplify community activity at a local level for Victoria, New South Wales, ACT and Tasmania. Recently, we reached more than 12 million people with the national rollout of Additionally Needs Trolleys; a trolley which can assist parents with children who have disability to shop at Coles with greater convenience and support.

COLLECTIVE WELLNESS GROUP ANYTIME FITNESS

Thrivers are passionate about health and fitness so it’s effortless to represent one of the country’s leading fitness chains, Anytime Fitness (part of the Collective Wellness Group).

A recent project saw us deliver national news and social buzz for Anytime Fitness, and their charity fundraiser, Tread Together.

The initiative saw over 300 Anytime Fitness gyms around the country host a simultaneous 24-hour treadmill challenge for Suicide Prevention Australia (SPA). Thrive developed a media strategy to drive awareness, registration and donations, by pitching pre-recorded broadcast interviews, listings and case studies from the SPA network.

Thrive worked closely with hundreds of franchisees, dozens of regional news desks and ambassador Dan Conn to deliver over-and-above results for the largest Collective Wellness Group campaign ever.

AUSTRALIAN CRICKETERS ASSOCIATION

Thrive has a long-standing history of representing elite sport in Australia and in 2017 the Melbourne Thrive team continued to make sporting headlines, this time, for the Australian Cricketers' Association (ACA).
Thrive was enlisted to raise the ACA’s profile and educate the sports world and general community about its excellent work and community achievements. Thrive worked closely with ACA's CEO to deliver stories that reflected its commitments to grassroots cricket, generating widespread praise within the cricket community. This is the media release with details of the campaign.

ROYAL CHILDREN’S HOSPITAL : GOOD FRIDAY APPEAL

If there’s one annual stand out campaign for Thrive, it’s this one. We’ve been the PR agency for the Good Friday Appeal since 2015, as a key partner for the Royal Children’s Hospital, News Limited and Channel 7. Thrive manages the strategic media relations roll-out, stakeholder engagement, ambassadors and influencers, and social media for the campaign. We have teams working around the clock, on the ground and in the offices of the GFA to ensure that no stone is unturned in an effort to raise maximum awareness of the outstanding work of the hospital, and encourage Australians to ‘give that they may grow’. A fifteen person Thrive media squad is deployed to the many events on Good Friday managing the hectic media room, supporting the Channel 7 and 3AW broadcasts, project managing the Kick for the Kids AFL game and helping to raise millions of dollars for the RCH.

UBISOFT

With social media being the main source of news for millenials today, Ubisoft’s influencer-led campaigns are just as important as mainstream media coverage come launch time.

Thrive is in its third year working with the global gaming company and during this time, the agency has delivered more than ten launches such as Assassins Creed, Just Dance, Far Cry, attending high profile expos, generated high impact coverage and engaged celebrity gamers such as AFL, NRL players, presenters and dancers to create shareable content across their social channels.

Thrive’s PR influence has pushed the boundaries, with morning TV news featuring “never-done-before” gaming interviews, and instagram influencers tripling their reach from one Ubisoft content piece alone.

Thrive’s ability to generate mainstream coverage using influencer social content has given the gaming giant earned media exposure in mainstream publications that wouldn’t normally be possible.

UBET

Thrive was briefed to cut through the 'white noise' of Spring Racing, and that we did! We created the ultimate Spring Racing accessory, branded UBET ‘lucky undies’ as a driver to promote UBET during the 2017 Spring Carnival season. Thrive negotiated a partnership with aptly named fashion brand, Jockey and mass produced an exclusive underwear range. At the same time, UBET gave back to the horseracing industry, by creating a dedicated e-commerce platform with all proceeds from the sales going to charity.

We got the ‘lucky undies’ into the hands of media, influencers, jockeys and sports stars and with it, came outstanding social media and traditional mainstream coverage, all directing traffic back to ubetluckyundies.com and raising much-needed funds for the National Jockeys Trust.

TRIACTION BY TRIUMPH

Thrive bounced into action with both offices across the Tasman to raise awareness for Triumph’s 'Certified Bounce Control', featuring none other than the Australia’s top model, Jess Hart.
Triumph's global brand ambassador, Jess Hart kicked off the Australian launch with an energetic spin class for our top lifestyle and health media.
Thrive gifted all media and influencers Triumph's new Triaction sports bra so they could literally feel the benefits of the new support range.
The event was a huge success, generating over 300 media and social hits and a stellar line up of media and influencer attendees at the event. Our work with Triumph across ANZ continues, with an exciting new announcement for the lingerie brand coming soon.

OPTUS SMB - OPTUS LOOP

In addition to Thrive’s specialist SMB media program for Optus, the agency was tasked with launching the telcos game-changing new product, Optus Loop. The new-to-market telephony system was put through its paces by influential SMBs and campaign ambassadors, Liberty Watson of Watson X Watson and Rob Hango-Zada of ShippIt Australia. The ambassadors were first of a select group of SMB influencers who road-tested the product and their experience for their networks.

Thrive managed the the launch event for SMB media and customers at WeWork - the Sydney hub for nextgen small businesses and startup. A robust media schedule followed suit, delivering national business and vertical media coverage, springboarding the product to success - to date Loop is Optus’ most popular SMB product on the market.

HASBRO : PLAY-DOH TOUCH

Thrive has worked with Hasbro to deliver engaging, targeted campaigns for a number of the leading toy and entertainment company’s brands. To launch Play-Doh Touch into the market, Thrive engaged high-profile celebrity mum Ada Nicodemou as ambassador, coordinated an impactful media schedule of interviews, and secured additional editorial opportunities. The campaign took Play-Doh beyond the childrens and parenting pages to mainstream media which drove high level awareness, and a direct path to purchase for the brand.

TWITTER AUSTRALIA : #PositionofStrength

Noted as the most high-profile initiatives to date, #PositionofStrength for Twitter was born in Australia, and with the support of some of Australia’s highest profile women moment for the initiative grew into a global movement, with events rolling out across the world.

The female-focused communications campaign #PositionOfStrength was designed to empower female voices across the platform and educate women about Twitter’s safety tools. The framework included a combination of partnerships including Women’s Agenda and Australia Post, soapbox events for influential women to speak on projects they are passionate about, and safety education toolkits and workshops with various corporates, government reps and institutions to inspire and empower thousands of women.

VicHealth : WALK TO SCHOOL

Thrive’s work in community health campaigns is demonstrated with VicHealth. For a number of years we worked on the VicHealth Walk To School campaign, one of the Victorian State Government’s key health initiatives. With the agency’s long-standing not-for-profit and community involvement in Victoria over the last eighteen years, the agency delivered record results for multiple years running. Thrive produced low-cost digital marketing assets to generate statewide awareness, recruited ambassadors, secured increased local school participation, and generated more than three hundred stories a year around campaign time.

SPOTLIGHT

Thrive was commissioned by Spotlight Retail Group to drive awareness of Spotlight National Craft Month; a national celebration of Aussies and Kiwis crafting together.

Thrive implemented an integrated PR campaign to educate consumers about Spotlight National Craft Month, encourage the public to learn new and exciting artforms and changed consumer’s attitudes towards crafting - it is now no longer nanna skill.

To do this, Thrive teamed up with some of Australia’s most aspirational crafters including Instagram crochet sensation Chilly Philly and all around Aussie crafter, Craft Mum Ship, to create conversation around the resurgence of craft.

Additionally, Thrive partnered up with the Country Women’s Association to host a series of craft masterclasses at key Spotlight stores across Australia and New Zealand. This saw communities in regional areas, coming together and learning how to flex their creative muscles with crafts such as sewing and floristry.

The Spotlight National Craft Month campaign achieved national print, broadcast and online coverage in Australia and New Zealand as well as local media coverage in key areas across ANZ.

STIHL TIMBERSPORTS

In 2018, Thrive was appointed the retained agency for STIHL, the world leader in outdoor power equipment. We soared right into action to deliver the public relations campaign for STIHL TIMBERSPORTSⓇ Australian Champions Trophy. This international woodchopping event determined the Australian champion to represent Australia in the 2018 world titles in France.

Thrive drove awareness and attendance for the competition through a strategic media relations campaign, which delivered national media exposure including in-studio woodchopping segments on two national programs; Fox Footy’s AFL360 and Channel 7’s Sunrise. Thrive also managed STIHL TIMBERSPORTSⓇ social media and content to ensure those at home and across the globe caught all of the action.

SPECSAVERS

Thrive was tasked with delivering a strategic PR campaign to leverage the Specsavers and Cricket Australia partnership during the highly anticipated Ashes Test in Australia over the 2017-18 summer.

Thrive launched the partnership between Specsavers and Cricket Australia at a national, metro and grassroots level, securing national coverage with Channel 7 Sunrise, as well as metro coverage with Channel 10, Channel 7 and Channel 9 News Adelaide. Throughout the campaign Thrive ran a grassroots campaign - the Specsavers Community Cricket Champion - and achieved coverage in key regional outlets including WIN TV Shepparton and Shepparton News for key milestones including the launch announcement and both state and national winner announcements.

A key component of the campaign was to create noise around ‘The Don Test’, a reinvention of the traditional hand eye coordination test, taken from Sir Donald Bradman’s practicing regime of using a golf ball and a stump. Thrive liaised with cricket legend and Specsavers spokesperson Ian Healy, coordinating media opportunities spruiking The Don Test, including the TODAY Show, nine.com.au, and radio interviews with key sports stations 3AW, FiveAA, SEN and 6PR.