Even after just a couple of weeks of the campaign, the Greater’s “brand awareness” was sky-high, largely courtesy of a massive publicity burst right around Australia, once news got out.
John explains “we knew that the announcement of this marketing coup would generate quite a bit of publicity, but the volume of press, TV and radio which we received was mind-blowing!
The Greater’s CEO, Don Magin and myself, were doing TV, radio and press interviews for 3 days straight, virtually nonstop. Whilst the Australian media loved the story, it was the clever press releases from John and his P.R. partners which fuelled the publicity whirlwind in the first place.
John has been around long enough to know that these stories don’t start by themselves. The media simply couldn’t get enough of this David and Goliath story, as no one could believe that an Australian company like the Greater had sneered Jerry Seinfeld to front its advertising campaigns for the next few years.”
This “coup” not only attracted massive coverage from traditional media, but also incredible publicity via Google and You Tube.