Our work with Sotheby’s Australia saw the media strategy diversified enabling the company to reach new audiences and form relationships with key journalists
Melbourne, Victoria (PRWEB) January 30, 2012
Melbourne public relations agency Ellis Jones reported a full year’s media relations for Sotheby’s Australia. In a standout year, the agency secured media value of over 690%* for the revered auction house across all print, broadcast and online media.
“Our work with Sotheby’s Australia saw the media strategy diversified enabling the company to reach new audiences and form relationships with key journalists,” said Rhod Ellis-Jones, Principal.
Linking to business and marketing strategies, PR increased brand awareness among new buyer groups, particularly Asian arts and artefact collectors and style conscious jewellery buyers. Attendance at auctions increased significantly and record prices were achieved.
“Demand for Asian decorative arts and antique jewellery increased as the year progressed, so relevant local and international publications were targeted to drive interest and maximise the saturation of the brand in the media,” said Mr Ellis-Jones. “Sotheby’s Australia offers the chance for consumers to purchase rare and bespoke pieces by internationally renowned designers at prices that are competitive with high street stores. It is very much a viable alternative for discerning buyers.”
Ellis Jones’ contract with Sotheby’s commenced on the eve of 2011 with the announcement of a management buyout of the Australian licensor. Ellis Jones managed intense interest in the new ownership, developing a strategy to raise the profile and establish the strong credibility of the new leadership team.
“Sotheby’s Australia is unique in that its Chairman is not only an experienced auction house executive but a recognised expert on a number of Australian artists. It was important to ensure this advantage accrued to the brand,” said Mr Ellis-Jones.
Ellis Jones has worked with a number of Australian arts brands including Melbourne Symphony Orchestra and Chunky Move. The agency is currently developing online engagement and social media models to market niche arts brands to global markets.
“The internet and relatively cheap travel has made the world much smaller for people who choose to spend their money on cultural experiences. We are entering a new era in which the arts will rise in its influence as a global communication medium." (source Ellis Jones)
Ellis Jones is an integrated marketing and PR agency in Melbourne providing public relations, social media and market research services to clients in the arts, commercial, government, health and infrastructure sectors.
*Measured by an industry standard advertising value equivalent (AVE). Actual value of ROI dependent on the metric used. Source: Ellis Jones