FremantleMedia’s Spring and Network Ten launch series for National Australia Day Council
FremantleMedia Australia’s production division Spring has produced a two-part series to encourage participation and reflection on Australia Day that will air on Network Ten and engage the social media platforms of the National Australia Day Council.
The announcement:
In the lead up to Australia Day 2014, FremantleMedia Australia’s production division Spring has been engaged by the National Australia Day Council (NADC) to produce and develop a content strategy to encourage participation in and reflection on our national day.
The content objective of the NADC is to stimulate conversations about being Australian, acknowledge Australians honoured through the Australian of the Year Awards and create a campaign that encourages reflection on the meaning of Australia Day.
The campaign solution from Spring, This Is My Australia, is to partner with Network Ten for a two-part series, use the social media platforms of the NADC to drive conversation and a distribution partnership with The Guardian to push content in the build-up to Australia Day. The original content will also play on YouTube and push to other websites around Australia.
The two-part series will screen on Network Ten premiering this Friday 17 January at 7.30pm. Hosted by cricketing legend and Chairman of the National Australia Day Council, Adam Gilchrist, This Is My Australia will focus on four well-known Australians – Australian of the Year 2013 Ita Buttrose, Adam Goodes, Jessica Watson and Li Cunxin. In turn, they will introduce us to three identities who have inspired them.
Jeremy Lasek, Chief Executive Officer of the NADC, says the project is a new strategy for the council.
“We hope to connect with even more Australians through the series as they start to consider how they might spend their Australia Day weekend.
“Australia Day means different things to different people. As well as getting together with friends or family to celebrate, we hope to move viewers to also think about what exactly they’ll be celebrating and what it means to them to be Australian,” Mr Lasek said.
Zara Curtis, General Manager of Spring, added: “Utilising content across multi-platforms is a growing marketing strategy for many brands and is a specialised function of Spring. Distribution of This Is My Australia will see short form content released to a maximum reach. It is always inspiring to tell great stories, and this partnership with the NADC is one that has been a joy to work on and to raise awareness of the great work undertaken by some amazing Australians.”
This Is My Australia airs 7.30pm on Friday 17 January and Friday 24 January on Network Ten.
Source: Third Avenue press release.
