j&a

The Comms Department builds
profiles & brands through
traditional media, social media
& corporate communications.

Scroll down & explore us

Slide background
we’re messaging & story telling experts

Scroll down & explore us

bra-and-things-hero-slider-two-girls
WE SPECIALISE IN
ENTERTAINMENT, MEDIA, TRAVEL &
LIFESTYLE BRANDS.

Scroll down & explore us

do-slide

we specialise in entertainment, media,
travel and lifestyle brands. we’re
located in australia’s media capitals
of sydney, melbourne and brisbane
but work globally.

who-slide

our two most important and valuable
assets are our clients and our media.
we thrive on making them happy
(without them we’re nothing).

done-slide2

WE WORK WITH BRANDS THAT MAKE PEOPLE FEEL.
THEY’RE SOME OF THE WORLD’S MOST SUCCESSFUL
MEDIA COMPANIES, RECORD LABELS, ENTERTAINERS,
TRAVEL BUSINESSES, BEAUTIFUL DESTINATIONS,
FOODIES & HEALTHY LIFESTYLE BRANDS.

what our friends

say about us

WHO
WE ARE



Bec Brown launched The Comms Department (formerly known as Bec Brown Communications) in 2012.

 

Quickly growing an outstanding team of experienced PR professionals and an established client base, the company evolved into a respected PR, social media and corporate communications agency.

 

The 2016 rebrand of BBC to The Comms Department was a reflection of this evolution into the collaborative company that exists today.

 

Bec’s previous communications experience included half a decade as Senior Publicity and Promotions Manager for the world’s largest record company, Universal Music, and an Account Executive role at a boutique Sydney PR agency, working on major financial clients and beauty and lifestyle brands.

 

And for six years before this, working as a stage performer and session musician in Australia and Europe has given Bec insight and understanding of the entertainment industry and the life of creatives that’s rare to find.

 

Bec’s professional experience is also backed by smarts –a Graduate Diploma in Media and Communications and a Bachelor of Music.

 

twitter    instagram

Armed with a Bachelor Degree in Communications and Graduate Diploma in Journalism, Tina Liptai has worked for several news outlets and magazines across Australia, both as a reporter and an editor.

 

Tina transitioned to become a corporate communicator in 2013, with her first PR role at one of Australia’s largest internet service providers. Since then, her love of media and passion for finding and telling great stories has thrived.

 

Joining The Comms Department in 2014, Tina has gone on to become a trusted corporate communications advisor to the Executive teams across several of TCD’s clients and an invaluable source for media across entertainment, travel and lifestyle.

 

With big-picture logic, a reverence for deadlines, and a nose for a great news angle, Tina has an excellent understanding of how the media industry works and takes great delight in creating solid strategies that ensure clients achieve their commercial goals.

Michael Hickson joined The Comms Department in early October 2019, bringing his extensive PR and corporate comms skills and expertise to TCD’s high-profile media, entertainment, travel and lifestyle clients.

 

Michael has formerly worked as Corporate Communications Manager at SBS, and in London in various consumer PR roles at the BBC, and PR agencies Premier and Borkowski.

 

Previous clients have included Celebrity Big Brother, Comedy Central, Carnival Films, NBC Universal, MTV, TV icons Teletubbies, The Hospital Club, Churchill, Virgin Active Health Clubs, Virgin Media and many more.

Shaheeda Chelat came to The Comms Department with over 12 years’ experience in public relations, and now heads up the Brisbane office.

 

Most recently, Shaheeda worked as the Public Relations Manager for Australia Zoo and the Irwin family – a role that led her from her home in Sydney to sunny Queensland.

 

Previously, Shaheeda was a Senior Publicist for two of Australia’s leading film distribution companies, Universal Pictures Australia and Roadshow Films, working across cinematic releases for blockbuster, arthouse and Australian films.

 

She began her PR career in New York City where she interned for a year for a small, respected music company, promoting bands and tours to US media nationally.

 

Shaheeda’s education includes a Bachelor of Communications, studied between Macquarie University in Sydney and William Patterson University in New Jersey, USA.

The team at The Comms Department also like to bake.

 

In fact, many years ago at the annual record company bake-off, Bec’s secret recipe chocolate brownies were awarded second place by judge (and Masterchef winner) Julie Goodwin.

 

True story. Rocknroll huh?

 

So this is how our trademark chocolate treats were born… and now life’s always sweet for Bec Brown(ie)’s clients and media friends.

 

Drool for yourself in the meantime on Instagram – search #becbrownbrownies.

WHAT
WE DO



In short, we get your voice heard.

 

Whether it’s via television, radio, newspapers, magazines, online, or social media, we put your story in front of the right people.

 

Or maybe you already have an audience – your staff, investors, clients, fanbase – and you need help to clearly and effectively communicate your message to them.

 

So first we plan.

 

What’s your ultimate outcome? Will it change perceptions and give you a return on your investment?

 

Then we create the best strategy, custom made for you, in today’s ‘new school’ way.

We execute using sound PR skills, the best writing and imagery, excellent contacts and, most importantly, integrity. Always.

 

We deliver. Voila.

Whether your company is going through times of change, or you’re simply looking to best prepare for or leverage growth, you need a solid communications strategy.

 

This ensures the right message is being told to your investors, partners, staff and externally via media channels.

 

This is what we do, and we do it best.

 

We make sure the correct story is being told, from the mouth of the board or CEO, down.

 

And, yes, some of our best work will always be the stories or rumours that we’d prefer remain untold.

 

We also provide media training. Anyone speaking with the media needs to know what to do.

 

The media need a good story, you want to get your information heard.

It’s a skill, just like riding a bike.

 

But learning to ride a bike can be awkward.

 

So before you’re splashed across the media with your training wheels on (or worse, careening out of control and falling on your face), we make sure that you have the tools to get your message across, no matter how you’re being interviewed.

 

And better than that, we teach how to become such great talent, that you’ll get asked back again and again.

 

We’ve worked with everyone from CEOs, media personalities, financial corporates, small business owners, and artists signed to labels like Universal Music, Ministry of Sound, ABC Music and Decca.

 

We hear you clearly, now let’s make sure everyone else does.

What is communicated during a crisis may determine your company’s future. Timing is crucial and a solid PR strategy, planned well in advance and executed by experts, will shape what happens to your business and your brand’s reputation.

 

The Comms Department are proven leaders in this area. Plans are created in line with risk and, when a crisis hits, Bec and her team work quickly and calmly with all stakeholders until the issue is resolved, enabling you to get back to business as quickly as possible, with minimal financial and reputational damage.

 

Crisis management with us is one of the best insurance investments you can make.

For a confidential conversation on this, please contact Bec directly at bec@thecommsdepartment.com.au.

CLIENTS

Since 2012, the team at The Comms Department have worked on publicity and media management, social media campaigns, events, corporate communications and crisis management for:

CLIENTS

Since 2012, the team at The Comms Department have worked on publicity and media management, social media campaigns, events, corporate communications and crisis management for:

AUSTRALIAN RADIO NETWORK – KIIS FM, PURE GOLD & THE EDGE NETWORKS

 

IHEARTRADIO AUSTRALIA

 

EMOTIVE CONTENT

 

LIVE NATION

 

UNIVERSAL MUSIC

 

EMI

 

SONY MUSIC

 

ABC MUSIC / ABC KIDS

 

THE WIGGLES

 

THE SOUND OF VINYL

 

THE VOICE

 

THE X FACTOR

 

NBC UNIVERSAL’S HAYU

 

BENGAR FILMS

 

MEDIA ARTS LAWYERS

 

BRAS N THINGS

 

COVER MORE TRAVEL INSURANCE

 

FLATBEDS.COM.AU

 

SILVERSTAR MOUNTAIN RESORT

BLISS SANCTUARY FOR WOMEN

 

FHIT BY LAUREN HANNAFORD

 

XTEND BARRE

 

ADAM MACDOUGALL’S THE MAN SHAKE & THE MAN CHALLENGE

 

WILLIE’S CACAO

 

TIM ‘ROSSO’ ROSS’ MAN ABOUT THE HOUSE NATIONAL TOUR & THE RUMPUS ROOM BOOK LAUNCH

 

JACKIE GILLIES’ SHINE IT UP LIVE NATIONAL TOUR

 

FROM BROADWAY TO LA SCALA NATIONAL TOUR

 

JUSTINE CLARKE’S PYJAMA JAM CHILDREN’S NATIONAL TOUR

 

AMITY DRY’S MOTHER, WIFE & THE COMPLICATED LIFE TOUR

 

AUSTRALIAN INSTITUTE FOR DISASTER RESILIENCE (AIDR) – RESILIENT AUSTRALIA AWARDS

 

NOT FOR PROFIT – PINK HOPE

 

NOT FOR PROFIT – CURE THE FUTURE

 

NOT FOR PROFIT – RED NOSE DAY

CASE
STUDIES

case-arn

 

 

Australian radio network

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

A long term client, The Comms Department manages the national PR strategy and corporate communications for ARN and its 10 stations across four brands; the KIIS FM Network, the Pure Gold Network, The Edge 96.ONE and iHeartRadio.

 

In addition, TCD manage all day-to-day media relations and publicity for Sydney’s KIIS 1065 including The Kyle & Jackie O Show and national KIIS FM Drive show with Will & Woody , WSFM 101.7 and Brendan ‘Jonesy’ Jones and Amanda Keller, The Edge 96.ONE and Mike E & Emma, Melbourne’s KIIS 101.1 and Jase & PJ, GOLD104.3 and Christian O’Connell, Brisbane’s 97.3FM, Adelaide’s MIX 102.3 and Jodie & Soda, Perth’s 96FM and Botica’s Bunch.

 

ARN is a HT&E company.

case-wsfm

 

 

WSFM PURE GOLD

REBRAND CAMPAIGN & DAY-TO-DAY PR MANAGEMENT

 

Following the success of Australian Radio Network’s KIIS 1065 launch, focus turned to the underperforming Classic Hits network. The ‘Pure Gold’ network rebrand campaign focused on WSFM 101.7 in Sydney and GOLD104.3 in Melbourne and aimed to move away from the incorrect perception it’s a ‘golden oldies’ station, increase ratings and bring imagery surrounding the station into line with its core Gen X audience.

 

The Comms Department’s PR campaign was designed to complement ARN’s marketing strategy and both directly contributed to WSFM 101.7’s Jonesy & Amanda being crowned #1FM breakfast show twice and WSFM ending the year as the #1FM station. Jonesy & Amanda also won Best On Air Team at the Australian Commercial Radio Awards in 2014 and their Executive Producer was named EP of the year. This success was, in part, a result of their raised industry profile through the rebrand.

 

The rebrand campaign went on to win an ACRA Award for Best Marketing Campaign at the 2015 awards.

 

TCD continue to manage all day-to-day media relations and publicity for the Pure Gold network including WSFM’s Jonesy & Amanda, GOLD104.3’s The Christian O’Connell Breakfast Show and 4KQ’s Laurel, Gary & Mark.

 

 

KIIS FM

REBRAND CAMPAIGN & DAY-TO-DAY PR MANAGEMENT

 

The Comms Department managed all PR and messaging surrounding ARN’s appointment of Kyle & Jackie O and the rebrand launch of Sydney’s KIIS 1065 in 2014, worked with the ARN marketing team and Melbourne PR consultant on the launch of Melbourne’s KIIS 101.1 in 2015, and with Adelaide’s MIX 102.3 and Brisbane’s 97.3FM as the stations joined the national KIIS FM network.

 

All rebrands were a huge success, with Sydney the highlight. Due to the rebrand, KIIS 1065 (formerly MIX 106.5) rocketed from the seventh FM rating position to number one, all in one short survey period – unprecedented for an FM radio station in Australia and worldwide.

 

TCD continue to manage all day-to-day media relations and publicity for Sydney’s KIIS 1065 including The Kyle & Jackie O Show, the national KIIS FM Drive show, 3PM Pick Up and all other shows and stations in the national KIIS FM network.

 

 

NBCUNIVERSAL’S HAYU

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

From NBCUniversal International, hayu is the first all-reality subscription video-on-demand service of its kind – available in the UK, Australia, Canada, South-East Asia, Ireland, the Nordics, and Benelux Union, on a full array of devices.

 

hayu has over 250 shows and 6,000 downloadable episodes to watch-on-the-go, and more than 7,500 new episodes added every year. These include Keeping Up With the Kardashians and its spin-offs – along with The Real Housewives, Vanderpump Rules, Shahs of Sunset, Below Deck, and Million Dollar Listing franchises – the majority of US shows debut on the service the same day as their US launch.

 

The Comms Department first began working with hayu Australia in 2017 – and continues to manage their PR today – with a strategy focussed on raising its brand profile, securing celebrity interviews and articles with traditional media, boosting engagement across social media, creating brand collaboration opportunities, and building a strong brand ambassador and influencer network.

 

Since TCD came on board hayu has experienced a 500% growth in subscribers and engagement time, with an increased brand awareness that sees hayu growing to become recognised as one of Australia’s leading entertainment streaming services.

 

TCD has worked on a number of high-profile talent tours in Australia for hayu, facilitating schedules of media interviews and influencer and fan events with international stars including Real Housewives’ Bethenny Frankel, Denise Richards, and Ester Dee, and multiple Vanderpump Rules’ cast members.

 

Since November 2017, TCD’s PR activities for hayu have secured almost 900 positive media stories, 884 social media posts from talent and influencers, and an average monthly unique reach of 18 million people.

 

 

IHEARTRADIO

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

In 2013, The Comms Department managed the PR to launch ARN’s iHeartRadio, the world’s fastest-growing digital service and U.S music and live events phenomenon, into Australia.

 

Since launch, the platform has had over 2 million downloads of the app and over 1.3 million registered users. Now so successful, ARN have extended its license of iHeartRadio until 2036.

 

iHeartRadio is a free, all-in-one radio, music streaming, podcast and live events platform. In addition to being able to access their favourite music from around the globe, audiences can access their favourite stations in Australia from ARN, the ABC, SBS and Macquarie Media, as well as stations from New Zealand and the USA. iHeartRadio also provides Australians with access to over 280,000 podcasts and gives audiences exclusive access to the famous U.S. live events including theatre events in Los Angeles and New York and the annual iHeartRadio Music Awards in Los Angeles, iHeartRadio Music Festival in Las Vegas, iHeartRadio Pool Party in Miami and iHeartRadio Jingle Ball in New York.

 

iHeartRadio Australia also give Australian audiences exclusive access to the famous U.S. live events including the weekly theatre events in Los Angeles and New York and the annual iHeartRadio Music Awards in Los Angeles, iHeartRadio Music Festival in Las Vegas, iHeartRadio Pool Party in Miami and iHeartRadio Jingle Ball in New York.

 

ARN’s iHeartRadio Australia have hosted their own live event series with stars like Sam Smith, Justin Bieber, Ed Sheeran, Jennifer Hudson, Adam Lambert, Zara Larsson, Hozier, Lily Allen, Kylie Minogue, DNCE, Shawn Mendes, Alessia Cara, Jess Glynne, and many more.

 

TCD continue to manage all PR surrounding iHeartRadio’s live events, app and digital platform.

 

 

BRAS N THINGS

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT, BRANDED CONTENT & CORPORATE COMMUNICATIONS

 

Bras N Things are Australia’s leading fashion lingerie retailer with more than 172 stores across Australia, New Zealand and South Africa.

 

Since 2017 The Comms Department has managed Bras N Things’ PR campaigns including their milestone 30th Birthday celebration and the launch of exclusive fashion lingerie range Vamp featuring Elyse Knowles, the limited-edition Samantha Jade collection, and the Enchanted fashion lingerie collection starring Anna Heinrich.

 

TCD manage all PR for Bras N Things including day-to-day publicity, media management, and corporate comms. TCD also advises on social media strategy and collaborates with Bras N Things to create branded content and copy for use across digital channels. This fast-paced work is across Bras N Things’ ever-changing campaigns that showcase the wide range of Bras N Things collections including fashion lingerie, bodysuits, sleepwear, playwear, active, maternity, basics, full cup and swimwear, as well as key annual campaigns for Valentine’s Day, Mother’s Day and Christmas.

 

National media coverage has been, and continues to be, secured in major fashion and lifestyle outlets across print, national TV and online for all major campaigns. Media and blog stories have featured interviews with past and present Bras N Things’ models including Robyn Lawley, Brooke Hogan, Steph Claire Smith, Simone Holtznagel, Samantha Harris, Laura Wells, Francesca Hung, Anna Heinrich,  Katie Muirhead and Mimi Elashiry.

 

TCD also manages key relationships with social media influencers and secures collaborations with brands and high-profile talent for targeted campaigns, significantly extending the brand’s reach to new and engaged audiences. Bras N Things’ attractive commercial results spoke for themselves, becoming acquired by Hanes mid-2018.

 

Since September 2017, TCD’s PR activities for Bras N Things have secured more than 840 positive media stories with an average monthly unique reach of 12.5 million people.

 

TCD continue to manage all PR and comms for Bras N Things.

case-wiggles

 

 

THE WIGGLES

PR MANAGEMENT

 

After more than 27 years of performing, with over 1.8 million social media followers, 7 million albums, 23 million DVDs, and 8 million books sold, The Wiggles have performed to millions of fans across the globe.

 

The Comms Department worked with The Wiggles from 2012 to 2018, managing media publicity, targeted influencer promotion and assisting the in-house social media team across thirteen album launches and five national arena tours.

 

The Wiggles made significant changes to their line-up in 2013. The brand made the bold but exciting move to keep only one original member and introduce three new unknown faces including, for the first time, a female.

 

TCD implemented a three-phase strategy to assist in taking The Wiggles’ new line up from a challenger brand, back to the market-leader it is today.

 

Part of this plan involved broadening The Wiggles’ relevance outside niche parenting media to mainstream media, building personal profiles of individual members while boosting Australian tour ticket and album sales. This also included securing features in mainstream media focussing on key interests of individual members outside their roles as performers, including lifestyle, fashion, and fitness. Key to this strategy was TCD securing a high-profile media schedule including major prime-time TV, radio, news sites and magazines.

 

An example of the results achieved for just one of these albums and tours was 92 media stories for the album ‘Dance, Dance!’ and 137 stories secured across 129 media outlets for the ‘Dance, Dance Big Show! Tour’ launch. That year, The Wiggles rivalled Coldplay for the most concert tickets sold in Australia after selling 70,000 seats in under 24 hours for their annual arena tour, then went on to sell out in most cities.

 

TCD have also worked with The Wiggles’ international PR agencies assisting with the tour PR for New Zealand, the U.S. and Canada.

 

 

ABC FOR KIDS

PR MANAGEMENT

 

ABC For Kids is Australia’s premier children’s entertainment specialist, trusted by parents and adored by kids.

 

A long term client, The Comms Department have worked with ABC For Kids since 2012, managing PR for several of their key children’s music releases every month. Tactics have included working with parenting bloggers, dedicated children’s radio stations, album reviews, creative media photoshoots, collaborative album launches at children’s function centres, red carpet premiere events and more.

 

Albums to date have included all Sesame Street, Playschool, Bananas in Pyjamas and Giggle & Hoot releases, and music by artists such as The Wiggles, Justine Clarke, Jay Laga’aia, Alex Papps, Splashdance and many more.

 

 

COVER-MORE TRAVEL INSURANCE

DIGITAL & SOCIAL MEDIA CAMPAIGN, CONTENT MARKETING & PR MANAGEMENT

 

A long-term client of The Comms Department, Cover-More is Australia’s only true specialist travel insurance and medical assistance provider with greater than 40% share of the Australian travel insurance market. They protect more than 1.8 million Australian travellers every year.

 

Since TCD began working with Cover-More, the company has grown exponentially and expanded into the U.S. and UK.

 

Leveraging off Cover-More’s enviable milestone of over 2 million views on their YouTube channel (extraordinary for a corporate insurance company), in 2015 TCD worked with Cover-More on their first ever Ultimate Traveller video competition, a digital and social media content marketing campaign.

 

Entries came from across the globe and were further promoted via social media engagement from travel influencers and fans alike who created and shared their travel videos. The competition was so successful that Cover-More and TCD repeated the campaign for four consecutive years.

 

In addition to these successful campaigns that reached over 12 million people annually and saw Cover-More’s social media grow by over 20% each year, TCD was appointed as ongoing content curator and editor for Cover-More’s Travel Blog, reaching and influencing millions of travel lovers globally.

 

TCD continues to work with Cover-More’s Global & Direct team on various consumer and B2B media and comms campaigns.

katty-parry

 

 

KATY PERRY

PR MANAGEMENT & STAKEHOLDER RELATIONS

 

In 2017 The Comms Department teamed up with TEG Dainty, EMI Music and tour presenting partner MYER to announce global pop superstar KATY PERRY’s WITNESS: the Tour Australian dates.

 

Working alongside the marketing, PR and events teams at MYER, TEG Dainty and EMI, TCD managed key event logistics and stakeholder relationships for Katy’s instore tour announce appearance at MYER in Sydney’s Pitt Street Mall. More than 600 dedicated Katy Perry fans attended the exclusive event with some even camped out since 3am that morning to see the star.

 

Working closely with Katy’s management across all comms for the event and the announcement of the tour dates, TCD also worked across the publicity schedule for the instore appearance, including negotiating with media and management to secure interviews, and subsequent media management on the day of all TV news crews, photographers and journalists.

 

TCD secured extensive national media coverage of Katy’s Australian tour announcement and MYER instore appearance which included stories on evening news across all major TV networks, interviews and news segments on all major radio networks, national coverage in print and online across News Corp publications, and stories across major online entertainment and news sites.

rednoseday

 

 

RED NOSE DAY

PR MANAGEMENT

 

Red Nose, formerly SIDS and Kids, is a Non For Profit organisation that saves thousands of babies’ lives by providing crucial education and community awareness programs. As well as providing vital safe sleeping education to expectant mothers, their families and healthcare professionals all around Australia, it also provides crucial bereavement support to those affected by the death of a baby or child, and receives more than 10,000 calls for support and education every year.

 

Red Nose Day has been an integral part of the charity’s fundraising calendar since 1988.

 

Since Red Nose’s inception, over $17 million has been devoted into researching stillbirth, neonatal death, Sudden Infant Death Syndrome (SIDS), and other causes that contribute to the more than 3,000 unexpected infant deaths that devastate Australian families each year.

 

In 2015 The Comms Department was appointed to assist with NSW media publicity and events to promote Red Nose Day in support of SIDS and Kids.

 

TCD were then appointed as the national PR and social media agency for the 2016 Red Nose Day campaign, and have continued to roll out creative campaigns every year that have involved celebrity ambassadors, media partnerships and over 1,500 fundraising discos in child care centres and primary schools across Australia.

 

TCD’s PR campaigns for the past five years have resulted in over 3,000 media stories worth in excess of $27 million and generated over 15,000 social media posts. These critical educational and fundraising messages have reached up to 17.8 million Australians each year, and over 20 million globally on social media. The fundraising financials continue to increase significantly from previous years and allow Red Nose to continue their life-saving work.

rednoseday

 

 

THE AUSTRALIAN INSTITUTE FOR DISASTER RESILIENCE (AIDR)

PR MANAGEMENT OF THE RESILIENT AUSTRALIA AWARDS

 

AIDR’s annual Resilient Australia Awards recognise initiatives by schools, communities, governments and businesses that strengthen community disaster resilience. With one in three Australians today facing devastating losses caused by disasters, emergencies and hazards, these significant Awards showcase innovation and exemplary practise across Australia; celebrating achievements that might otherwise go unseen, and inspiring others to build greater disaster resilience.

 

The Comms Department has managed the PR for the annual Awards since 2017, including the 20th anniversary in November 2019. Through creating the PR strategy, pitching and managing interviews with finalists and winners, along with other creative news angles, TCD has successfully secured local, state and national media coverage, promoting the critical messages of AIDR across Australia.

 

Over the past three years, TCD’s PR campaigns for the Resilient Australia Awards have generated more than 105 media stories, reaching and influencing over 14.1 million people.

case-voice

 

 

THE VOICE / THE X FACTOR

PR & EVENT MANAGEMENT

 

The Comms Department was appointed PR for the winner of Australian hit TV show The Voice across 2012 and 2013 for winners Karise Eden and Harrison Craig.

 

Signed to Universal Music, TCD managed the sponsorship, publicity, event and tour management as the winners performed live across Westfield centres throughout the country, and went on to promote each of their national 10 date concert tours.

 

The Comms Department also worked with Sony Music on the album publicity for the 2013 The X Factor Runners Up, Taylor Henderson and Jai Waetford.

case-willie

 

 

WILLIE’S CACAO

PR MANAGEMENT

 

Willie’s Cacao, created by artisan chocolatier Willie Harcourt-Cooze, is the UK’s only ‘bean to bar’ maker of premium chocolate. Willie has devoted much of his life to discovering exceptional cacaos from around the world, all to craft the perfect single-estate chocolate.

 

In 2014, Willie’s Cacao was launched into Coles Supermarkets sitting alongside luxury contemporaries such as Lindt and Green & Blacks.

 

The Comms Department managed all Australian launch PR with a campaign that included a media and blogger gifting and social media activation, an exclusive media and blogger cocktail event with specially created Willie’s Cacao menu, a Coles staff tasting and meet & greet at Coles HQ in Melbourne, multiple Coles in-store tasting appearances for consumers across Sydney and Melbourne, and a national media interview tour with Willie Harcourt-Cooze.

CASE
STUDIES

case-arn

 

 

Australian radio network

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

A long term client, The Comms Department manages the national PR strategy and corporate communications for ARN and its 10 stations across four brands; the KIIS FM Network, the Pure Gold Network, The Edge 96.ONE and iHeartRadio.

 

In addition, TCD manage all day-to-day media relations and publicity for Sydney’s KIIS 1065 including The Kyle & Jackie O Show and national KIIS FM Drive show with Will & Woody , WSFM 101.7 and Brendan ‘Jonesy’ Jones and Amanda Keller, The Edge 96.ONE and Mike E & Emma, Melbourne’s KIIS 101.1 and Jase & PJ, GOLD104.3 and Christian O’Connell, Brisbane’s 97.3FM, Adelaide’s MIX 102.3 and Jodie & Soda, Perth’s 96FM and Botica’s Bunch.

 

ARN is a HT&E company.

 

 

KIIS FM

REBRAND CAMPAIGN & DAY-TO-DAY PR MANAGEMENT

 

The Comms Department managed all PR and messaging surrounding ARN’s appointment of Kyle & Jackie O and the rebrand launch of Sydney’s KIIS 1065 in 2014, worked with the ARN marketing team and Melbourne PR consultant on the launch of Melbourne’s KIIS 101.1 in 2015, and with Adelaide’s MIX 102.3 and Brisbane’s 97.3FM as the stations joined the national KIIS FM network.

 

All rebrands were a huge success, with Sydney the highlight. Due to the rebrand, KIIS 1065 (formerly MIX 106.5) rocketed from the seventh FM rating position to number one, all in one short survey period – unprecedented for an FM radio station in Australia and worldwide.

 

TCD continue to manage all day-to-day media relations and publicity for Sydney’s KIIS 1065 including The Kyle & Jackie O Show, the national KIIS FM Drive show, 3PM Pick Up and all other shows and stations in the national KIIS FM network.

case-wsfm

 

 

WSFM PURE GOLD

REBRAND CAMPAIGN & DAY-TO-DAY PR MANAGEMENT

 

Following the success of Australian Radio Network’s KIIS 1065 launch, focus turned to the underperforming Classic Hits network. The ‘Pure Gold’ network rebrand campaign focused on WSFM 101.7 in Sydney and GOLD104.3 in Melbourne and aimed to move away from the incorrect perception it’s a ‘golden oldies’ station, increase ratings and bring imagery surrounding the station into line with its core Gen X audience.

 

The Comms Department’s PR campaign was designed to complement ARN’s marketing strategy and both directly contributed to WSFM 101.7’s Jonesy & Amanda being crowned #1FM breakfast show twice and WSFM ending the year as the #1FM station. Jonesy & Amanda also won Best On Air Team at the Australian Commercial Radio Awards in 2014 and their Executive Producer was named EP of the year. This success was, in part, a result of their raised industry profile through the rebrand.

 

The rebrand campaign went on to win an ACRA Award for Best Marketing Campaign at the 2015 awards.

 

TCD continue to manage all day-to-day media relations and publicity for the Pure Gold network including WSFM’s Jonesy & Amanda, GOLD104.3’s The Christian O’Connell Breakfast Show and 4KQ’s Laurel, Gary & Mark.

 

 

IHEARTRADIO

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

In 2013, The Comms Department managed the PR to launch ARN’s iHeartRadio, the world’s fastest-growing digital service and U.S music and live events phenomenon, into Australia.

 

Since launch, the platform has had over 2 million downloads of the app and over 1.3 million registered users. Now so successful, ARN have extended its license of iHeartRadio until 2036.

 

iHeartRadio is a free, all-in-one radio, music streaming, podcast and live events platform. In addition to being able to access their favourite music from around the globe, audiences can access their favourite stations in Australia from ARN, the ABC, SBS and Macquarie Media, as well as stations from New Zealand and the USA. iHeartRadio also provides Australians with access to over 280,000 podcasts and gives audiences exclusive access to the famous U.S. live events including theatre events in Los Angeles and New York and the annual iHeartRadio Music Awards in Los Angeles, iHeartRadio Music Festival in Las Vegas, iHeartRadio Pool Party in Miami and iHeartRadio Jingle Ball in New York.

 

iHeartRadio Australia also give Australian audiences exclusive access to the famous U.S. live events including the weekly theatre events in Los Angeles and New York and the annual iHeartRadio Music Awards in Los Angeles, iHeartRadio Music Festival in Las Vegas, iHeartRadio Pool Party in Miami and iHeartRadio Jingle Ball in New York.

 

ARN’s iHeartRadio Australia have hosted their own live event series with stars like Sam Smith, Justin Bieber, Ed Sheeran, Jennifer Hudson, Adam Lambert, Zara Larsson, Hozier, Lily Allen, Kylie Minogue, DNCE, Shawn Mendes, Alessia Cara, Jess Glynne, and many more.

 

TCD continue to manage all PR surrounding iHeartRadio’s live events, app and digital platform.

 

 

NBCUNIVERSAL’S HAYU

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT & CORPORATE COMMUNICATIONS

 

From NBCUniversal International, hayu is the first all-reality subscription video-on-demand service of its kind – available in the UK, Australia, Canada, South-East Asia, Ireland, the Nordics, and Benelux Union, on a full array of devices.

 

hayu has over 250 shows and 6,000 downloadable episodes to watch-on-the-go, and more than 7,500 new episodes added every year. These include Keeping Up With the Kardashians and its spin-offs – along with The Real Housewives, Vanderpump Rules, Shahs of Sunset, Below Deck, and Million Dollar Listing franchises – the majority of US shows debut on the service the same day as their US launch.

 

The Comms Department first began working with hayu Australia in 2017 – and continues to manage their PR today – with a strategy focussed on raising its brand profile, securing celebrity interviews and articles with traditional media, boosting engagement across social media, creating brand collaboration opportunities, and building a strong brand ambassador and influencer network.

 

Since TCD came on board hayu has experienced a 500% growth in subscribers and engagement time, with an increased brand awareness that sees hayu growing to become recognised as one of Australia’s leading entertainment streaming services.

 

TCD has worked on a number of high-profile talent tours in Australia for hayu, facilitating schedules of media interviews and influencer and fan events with international stars including Real Housewives’ Bethenny Frankel, Denise Richards, and Ester Dee, and multiple Vanderpump Rules’ cast members.

 

Since November 2017, TCD’s PR activities for hayu have secured almost 900 positive media stories, 884 social media posts from talent and influencers, and an average monthly unique reach of 18 million people.

 

 

BRAS N THINGS

PR STRATEGY, DAY-TO-DAY PR MANAGEMENT, BRANDED CONTENT & CORPORATE COMMUNICATIONS

 

Bras N Things are Australia’s leading fashion lingerie retailer with more than 172 stores across Australia, New Zealand and South Africa.

 

Since 2017 The Comms Department has managed Bras N Things’ PR campaigns including their milestone 30th Birthday celebration and the launch of exclusive fashion lingerie range Vamp featuring Elyse Knowles, the limited-edition Samantha Jade collection, and the Enchanted fashion lingerie collection starring Anna Heinrich.

 

TCD manage all PR for Bras N Things including day-to-day publicity, media management, and corporate comms. TCD also advises on social media strategy and collaborates with Bras N Things to create branded content and copy for use across digital channels. This fast-paced work is across Bras N Things’ ever-changing campaigns that showcase the wide range of Bras N Things collections including fashion lingerie, bodysuits, sleepwear, playwear, active, maternity, basics, full cup and swimwear, as well as key annual campaigns for Valentine’s Day, Mother’s Day and Christmas.

 

National media coverage has been, and continues to be, secured in major fashion and lifestyle outlets across print, national TV and online for all major campaigns. Media and blog stories have featured interviews with past and present Bras N Things’ models including Robyn Lawley, Brooke Hogan, Steph Claire Smith, Simone Holtznagel, Samantha Harris, Laura Wells, Francesca Hung, Anna Heinrich,  Katie Muirhead and Mimi Elashiry.

 

TCD also manages key relationships with social media influencers and secures collaborations with brands and high-profile talent for targeted campaigns, significantly extending the brand’s reach to new and engaged audiences. Bras N Things’ attractive commercial results spoke for themselves, becoming acquired by Hanes mid-2018.

 

Since September 2017, TCD’s PR activities for Bras N Things have secured more than 840 positive media stories with an average monthly unique reach of 12.5 million people.

 

TCD continue to manage all PR and comms for Bras N Things.

case-wiggles

 

 

THE WIGGLES

PR MANAGEMENT

 

After more than 27 years of performing, with over 1.8 million social media followers, 7 million albums, 23 million DVDs, and 8 million books sold, The Wiggles have performed to millions of fans across the globe.

 

The Comms Department worked with The Wiggles from 2012 to 2018, managing media publicity, targeted influencer promotion and assisting the in-house social media team across thirteen album launches and five national arena tours.

 

The Wiggles made significant changes to their line-up in 2013. The brand made the bold but exciting move to keep only one original member and introduce three new unknown faces including, for the first time, a female.

 

TCD implemented a three-phase strategy to assist in taking The Wiggles’ new line up from a challenger brand, back to the market-leader it is today.

 

Part of this plan involved broadening The Wiggles’ relevance outside niche parenting media to mainstream media, building personal profiles of individual members while boosting Australian tour ticket and album sales. This also included securing features in mainstream media focussing on key interests of individual members outside their roles as performers, including lifestyle, fashion, and fitness. Key to this strategy was TCD securing a high-profile media schedule including major prime-time TV, radio, news sites and magazines.

 

An example of the results achieved for just one of these albums and tours was 92 media stories for the album ‘Dance, Dance!’ and 137 stories secured across 129 media outlets for the ‘Dance, Dance Big Show! Tour’ launch. That year, The Wiggles rivalled Coldplay for the most concert tickets sold in Australia after selling 70,000 seats in under 24 hours for their annual arena tour, then went on to sell out in most cities.

 

TCD have also worked with The Wiggles’ international PR agencies assisting with the tour PR for New Zealand, the U.S. and Canada.

 

 

ABC FOR KIDS

PR MANAGEMENT

 

ABC For Kids is Australia’s premier children’s entertainment specialist, trusted by parents and adored by kids.

 

A long term client, The Comms Department have worked with ABC For Kids since 2012, managing PR for several of their key children’s music releases every month. Tactics have included working with parenting bloggers, dedicated children’s radio stations, album reviews, creative media photoshoots, collaborative album launches at children’s function centres, red carpet premiere events and more.

 

Albums to date have included all Sesame Street, Playschool, Bananas in Pyjamas and Giggle & Hoot releases, and music by artists such as The Wiggles, Justine Clarke, Jay Laga’aia, Alex Papps, Splashdance and many more.

 

 

COVER-MORE TRAVEL INSURANCE

DIGITAL & SOCIAL MEDIA CAMPAIGN, CONTENT MARKETING & PR MANAGEMENT

 

A long-term client of The Comms Department, Cover-More is Australia’s only true specialist travel insurance and medical assistance provider with greater than 40% share of the Australian travel insurance market. They protect more than 1.8 million Australian travellers every year.

 

Since TCD began working with Cover-More, the company has grown exponentially and expanded into the U.S. and UK.

 

Leveraging off Cover-More’s enviable milestone of over 2 million views on their YouTube channel (extraordinary for a corporate insurance company), in 2015 TCD worked with Cover-More on their first ever Ultimate Traveller video competition, a digital and social media content marketing campaign.

 

Entries came from across the globe and were further promoted via social media engagement from travel influencers and fans alike who created and shared their travel videos. The competition was so successful that Cover-More and TCD repeated the campaign for four consecutive years.

 

In addition to these successful campaigns that reached over 12 million people annually and saw Cover-More’s social media grow by over 20% each year, TCD was appointed as ongoing content curator and editor for Cover-More’s Travel Blog, reaching and influencing millions of travel lovers globally.

 

TCD continues to work with Cover-More’s Global & Direct team on various consumer and B2B media and comms campaigns.

katty-parry

 

 

KATY PERRY

PR MANAGEMENT & STAKEHOLDER RELATIONS

 

In 2017 The Comms Department teamed up with TEG Dainty, EMI Music and tour presenting partner MYER to announce global pop superstar KATY PERRY’s WITNESS: the Tour Australian dates.

 

Working alongside the marketing, PR and events teams at MYER, TEG Dainty and EMI, TCD managed key event logistics and stakeholder relationships for Katy’s instore tour announce appearance at MYER in Sydney’s Pitt Street Mall. More than 600 dedicated Katy Perry fans attended the exclusive event with some even camped out since 3am that morning to see the star.

 

Working closely with Katy’s management across all comms for the event and the announcement of the tour dates, TCD also worked across the publicity schedule for the instore appearance, including negotiating with media and management to secure interviews, and subsequent media management on the day of all TV news crews, photographers and journalists.

 

TCD secured extensive national media coverage of Katy’s Australian tour announcement and MYER instore appearance which included stories on evening news across all major TV networks, interviews and news segments on all major radio networks, national coverage in print and online across News Corp publications, and stories across major online entertainment and news sites.

rednoseday

 

 

RED NOSE DAY

PR MANAGEMENT

 

Red Nose, formerly SIDS and Kids, is a Non For Profit organisation that saves thousands of babies’ lives by providing crucial education and community awareness programs. As well as providing vital safe sleeping education to expectant mothers, their families and healthcare professionals all around Australia, it also provides crucial bereavement support to those affected by the death of a baby or child, and receives more than 10,000 calls for support and education every year.

 

Red Nose Day has been an integral part of the charity’s fundraising calendar since 1988.

 

Since Red Nose’s inception, over $17 million has been devoted into researching stillbirth, neonatal death, Sudden Infant Death Syndrome (SIDS), and other causes that contribute to the more than 3,000 unexpected infant deaths that devastate Australian families each year.

 

In 2015 The Comms Department was appointed to assist with NSW media publicity and events to promote Red Nose Day in support of SIDS and Kids.

 

TCD were then appointed as the national PR and social media agency for the 2016 Red Nose Day campaign, and have continued to roll out creative campaigns every year that have involved celebrity ambassadors, media partnerships and over 1,500 fundraising discos in child care centres and primary schools across Australia.

 

TCD’s PR campaigns for the past five years have resulted in over 3,000 media stories worth in excess of $27 million and generated over 15,000 social media posts. These critical educational and fundraising messages have reached up to 17.8 million Australians each year, and over 20 million globally on social media. The fundraising financials continue to increase significantly from previous years and allow Red Nose to continue their life-saving work.

rednoseday

 

 

THE AUSTRALIAN INSTITUTE FOR DISASTER RESILIENCE (AIDR)

PR MANAGEMENT OF THE RESILIENT AUSTRALIA AWARDS

 

AIDR’s annual Resilient Australia Awards recognise initiatives by schools, communities, governments and businesses that strengthen community disaster resilience. With one in three Australians today facing devastating losses caused by disasters, emergencies and hazards, these significant Awards showcase innovation and exemplary practise across Australia; celebrating achievements that might otherwise go unseen, and inspiring others to build greater disaster resilience.

 

The Comms Department has managed the PR for the annual Awards since 2017, including the 20th anniversary in November 2019. Through creating the PR strategy, pitching and managing interviews with finalists and winners, along with other creative news angles, TCD has successfully secured local, state and national media coverage, promoting the critical messages of AIDR across Australia.

 

Over the past three years, TCD’s PR campaigns for the Resilient Australia Awards have generated more than 105 media stories, reaching and influencing over 14.1 million people.

case-voice

 

 

THE VOICE / THE X FACTOR

PR & EVENT MANAGEMENT

 

The Comms Department was appointed PR for the winner of Australian hit TV show The Voice across 2012 and 2013 for winners Karise Eden and Harrison Craig.

 

Signed to Universal Music, TCD managed the sponsorship, publicity, event and tour management as the winners performed live across Westfield centres throughout the country, and went on to promote each of their national 10 date concert tours.

 

The Comms Department also worked with Sony Music on the album publicity for the 2013 The X Factor Runners Up, Taylor Henderson and Jai Waetford.

case-willie

 

 

WILLIE’S CACAO

PR MANAGEMENT

 

Willie’s Cacao, created by artisan chocolatier Willie Harcourt-Cooze, is the UK’s only ‘bean to bar’ maker of premium chocolate. Willie has devoted much of his life to discovering exceptional cacaos from around the world, all to craft the perfect single-estate chocolate.

 

In 2014, Willie’s Cacao was launched into Coles Supermarkets sitting alongside luxury contemporaries such as Lindt and Green & Blacks.

 

The Comms Department managed all Australian launch PR with a campaign that included a media and blogger gifting and social media activation, an exclusive media and blogger cocktail event with specially created Willie’s Cacao menu, a Coles staff tasting and meet & greet at Coles HQ in Melbourne, multiple Coles in-store tasting appearances for consumers across Sydney and Melbourne, and a national media interview tour with Willie Harcourt-Cooze.

CONTACT

THE COMMS DEPARTMENT

Offices in Sydney, Melbourne and Brisbane, Australia

DIRECT

+61 403 052 256

 

EMAIL

hello@thecommsdepartment.com.au

 

POST

PO Box 1144, Randwick

New South Wales

Australia 2031