Westpac’s branded content documentary Air Rescue returns with longer run tonight
Westpac-funded TV documentary Air Rescue, which captures the rescues performed by the bank sponsored Lifesaver Rescue Helicopter Service, returns tonight for a longer second series on Channel 7.
The first series created in collaboration with Westpac, MediaCom Beyond Advertising (MBA) and Fredbird Productions was watched by an average of 1.4m viewers nationally, a release from MediaCom claimed.
The initial six part series has been extended to eight 30-minute episodes for its second season, with many of the crew who appeared in season one returning including Graham ‘‘Nikko’ Nickisson and Graeme ‘Gandy’ Anderson. Series two also utilises two more cameras in more locations around the country.
https://www.youtube.com/watch?v=d-_NfMfKLv0
Outgoing Westpac head of mass marketing services Lisa Ronson said: “Westpac has supported the Westpac Lifesaver Rescue Helicopter Service since its inception in 1973 and the Air Rescue series opens the door to the oldest civilian search and rescue service in Australia, where more than 70,000 missions have been performed over the last 41 years.
“The Series is a highly effective platform to show Australians the importance of the service and the vital work of the brave crew. The fact that no one has ever paid to be rescued is something of which Westpac is incredibly proud.
“MBA has brought our vision to life by creating a show that captures the life-saving work the service undertakes. The audience is taken behind the scenes to experience the range of emotion felt by the victims, their familes and the crew in the often dangerous and life threateing sitations faced all in a day’s work.”
There will also be 16 webisodes to complement the series, aimed at allowing viewers to connect more with the crew, patients and history of the service on a more personal level.
MBA boss and executive creative director Gemma Hunter said: “Series one of Air Rescue delivered brilliant results for both Westpac and MBA with an amazing ROI and cabinet full of awards, including an international award from The One Show.
“The inherently dramatic and emotional work performed by the Westpac Lifesaver Rescue Helicopter Service offered compelling content to work with and we knew with a second series, we would get the opportunity to not only broaden our production capabilities, but we’d also be able to show off more of the amazing work of the WLRHS.
“Air Rescue series two uses more cameras in more locations around Australia. With the additions of doctors on board the helicopters, more dramatic rescues are presented to the audience, as well as some of the biggest rescues that the service has ever completed.
“Coupled with our high end cinematic feel, original composed soundtrack and soundscape that captures the environment head on, Air Rescue series two is going to continue to break ground in branded entertainment.”
MBA were named content marketing agency of the year at this year’s BEfest Awards.
Miranda Ward
Credits:
Australian Financial Services, Westpac Group:
- Head of Mass Marketing Services, Australian Financial Services: Lisa Ronson
- Head of Mass Media and Agency Management, Australian Financial Services: Geoff Ikin
- Head of Sponsorship and Events, Australian Financial Services: Patrick Cunningham
- Sponsorship Manager, Westpac: Lisa Van Der Westhuizen
MediaCom Beyond Advertising:
- Executive Creative Director: Gemma Hunter
- Head of Production: Josh Butt
- Creative Director: Shelby Craig
- Account Director: Zara Cobb
- Account Manager: Jenny Brown
- Investment Officer: Susie Si
- Copywriter: Taylor Thornton
Production – Fredbird Entertainment:
- Executive Producer: Craig Graham
- Series Producer: Ben Commens
- Production Manager: George Lykouras
- Director of Photography: Ash Dunn
Production Partners:
- Titles: Method Studios
- Soundscape and Music Score: Sonar Sound
- Post Production: Two Dogs Post
- Voice Over: Martin Sacks
- Channel Seven Executive Producer: Dan Meenen and Lyndal Marks
- Westpac’s PR Agency: Map and Page
- Narrated by: John Batchelor
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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