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Thrive PR+ Communications


Client Spotlight: Business Australia

Business Australia was gearing up for a national rebrand launch when COVID-19 restrictions were imposed in March, forcing them to pull all planned marketing and PR activities, including a six month in the making launch event.

Born out of a mission to help businesses across Australia, Business Australia is a free membership-based organisation which provides advice, support, products and services to businesses of all sizes. Business Australia knew in this unprecedented and testing time that their resources would be needed more than ever. With its mission at the forefront, Business Australia sprung into action to be a reliable and simple source of support during this time, assisting businesses to navigate the complexities of the crisis.

As a direct response to COVID-19, Business Australia devised and launched a new integrated campaign within days, pivoting from the planned launch campaign to instead communicate the essential support businesses across Australia need during this crisis. The new campaign has included a TVC, online COVID content hub, a new Stimulus Advice Line and a new podcast series.

As part of this shift in creative, the new Business Australia website was converted into a COVID-19 hub, full of free resources and specific advice for businesses to draw upon. With the changing nature of government financial aid and regulation and subsequent needs of businesses, Business Australia has continued to update its content in real-time leveraging its wide team of industry experts.

Resources included Business Australia’s Business Guide to the Coronavirus; an Employer Toolkit including key advice and policies to help businesses manage their people and working from home arrangements; Free access to a business grants finder to understand available financial support; updates on the latest news affecting businesses in Australia and downloadable templates for communications with landlords.

On the day of the TVC airing, Business Australia’s website and COVID-19 content hub saw a 300 percent increase in traffic and since launch the website has secured over 280,000 visits.

Business Australia also quickly developed a Stimulus Advice Line, a free phone advice service developed to guide businesses through interpreting the complex government stimulus and criteria. The line was set up in acknowledgement of the calls for help from Business members trying to understand their eligibility for the stimulus and grants. The advice line launched on a Friday and received over 250 calls come Monday.

However, Business Australia has not stopped there, the second season of podcast ‘The Company You Keep’ has just launched, highlighting inspiring examples of pivoting, innovation and adaptation by local businesses and members during COVID-19.

Business Australia like all organisations nationally has been impacted by COVID-19. Despite an unforeseeable disruption to its launch moment, Business Australia’s strategy hasn’t changed. Instead, Business Australia drew upon its purpose and adapted the way it tangibly supported businesses during the pandemic. Business Australia is an incredible example of agility and creativity with its new integrated campaign emphasising that success always comes from listening and responding to your customers’ needs.

Thrive has supported Business Australia to share their mission and support for businesses through a robust proactive and creative relations campaign. The team developed tailored announcements and proactive pitches that responded to the fast-paced news agenda to ensure Business Australia cut through a cluttered media market and was front of mind. Media outreach focused on sharing specific resources and tools that aligned with current updates and challenges that were being reported on at the time. Thrive also championed Richard Spencer, CXO as a local spokesperson available to provide commentary on the industry, which proved to be valuable in generating further coverage across broadcast and online outlets.


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