Bushfires grow advertising spend
Australian media outlets saw $1.4m dollars of additional advertising spend as big brands attempted to communicate with customers affected by the emergency, analysis by advertising monitoring service Ebiquity suggests.
Financial institutions, insurance companies and fundraising appeals rushed to assure victims of the NSW October bush fires of continued support via the advertising blitz mainly acorss across newspapers and radio.
Across the 10 days (October 18 – 27) as the bush fires burnt through hectares of bushland across NSW, companies upped their advertising spend to ensure victims had access to the information they needed.
Ebiquity’s Richard Basil-Jones said: “In a disaster of this scale, where insurance claims from the NSW bushfire emergency had quickly topped $100 million, these advertisers needed to quickly reassure their customers, many of whom were evacuated from their homes, by providing help line information and advice on who to call.”
Insurance advertising was dominated by Westpac and St George with 40 per cent of the total spend.
Coles and Woolworths matched customer donations dollar for dollar to support the Salvation Army and Red Cross Bushfire appeals.
Meanwhile, media outlets also gave back with the likes of News Corp’s The Daily Telegraph and Channel Ten launching an appeal.
Did the people impacted have TV’s or radios to see the ads?
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….what too soon? YES!!!!
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