OUR WORK

Driving up Australia’s vaccination rate.

THE

BRIEF

What bigger challenge than getting an entire population vaccinated against COVID-19? That’s what Million Dollar Vax was trying to solve and it needed to happen in just one month.

A group of Australian entrepreneurs and philanthropists created the Million Dollar Vax to safely accelerate Australia’s vaccination rate to help protect the population from COVID-19.

The campaign promised $1 million to one lucky vaccinated winner and daily cash prizes to other entrants. All you had to do was get the jab.

The team came to Bastion Amplify to spread the word.

THE

APPROACH

To maximise the launch moment, we worked in conjunction with News Corp to offer the exclusive story that was syndicated across all their mastheads prior to a wider media campaign kicking off. Knowing that vaccinations are a contentious topic, this allowed us to lead the direction of the story and ensure all key messages were delivered to avoid any skepticism and validate the promotion.

We then conducted a national media blitz with Million Dollar Vax Alliance chair, Craig Winkler, acting as a spokesperson across dozens of media opportunities including appearances on our highest rating breakfast shows Sunrise, Today and all major TV and radio news programs.

In order to continue the momentum throughout the month, we developed milestone news stories based on entry data and entries received, we also worked closely with sporting ambassadors such as Bachar Houli and Luke Shuey to help encourage vaccination in several lower vax states via their social media platforms.   

We also strategically used social media, ambassadors, prize winners and social influencers in regions of Australia with low vaccination rates to boost inoculation levels.

In addition, Bastion also established and led the content creation and community management for the Million Dollar Vax social media platforms, namely Facebook and Instagram. This served to compliment the positive media relations strategy, but also respond and react to questions regarding entry upload from participants and to mitigate any potential negativity towards the campaign.

THE

RESULT

The campaign was a huge success, with over 2.75 million entries – the most of any competition in Australian history. 

Our reach was more than 80 million, meaning pretty much every Australian would have seen our message multiple times.

This was achieved through an enormous 735 media clips.

The Victorian Premier Daniel Andrews commented on the campaign during one of his daily press conferences. The Federal Health Minister Greg Hunt did the same too.

Most importantly, today Australia is one of the highest vaccinated nations in the world. Weeks after the campaign launched, Victoria ended its lockdown ahead of schedule, citing the uptick in the vaccination rate as key.

THE

BRIEF

Taste Australia is a category marketing program run on behalf of Hort Innovation, Australia’s horticulture industry body, representing fruit and vegetable growers from all over Australia. Taste Australia is a brand used to represent and promote Aussie produce in export markets across Asia. Our task is to raise the profile and export demand of Australian produce through the Taste Australia brand and maintain its premium positioning.

THE

APPROACH

We look at the consumer journey from awareness, through to education, trial and purchase – and engage with the consumer along this path ending in conversion at point of sale. We use point of sale (POS) marketing, including sampling and gift with purchase (GWP), social media, influencers & KOL/KOCs, public relations and events, e-commerce marketing, advertising, partnerships and sponsorship.

We run the Taste Australia program in a range of Asian nations including China, Vietnam, The Philippines, Indonesia, South Korea, Japan, Thailand, Hong Kong and Malaysia.

THE

RESULT

Over the past two years Bastion Effect has managed the export marketing of commodities including Australian citrus, tablegrapes, summerfruit, cherries and much more.

We’ve rolled our campaigns out across nine diverse countries, conducted sampling and activations in more than 100 cities within those nations, mobilised support from more than 100 influencers, held 21 events and generated more than 500 pieces of media coverage.

With our in-market partners we have put Aussie produce in the hands of tens of thousands of consumers by organising more than 3,000 sampling days.

Our social media tactics have resulted in more than 467 million impressions.

And at the end of it all we’ve contributed to an exponential increase in sales, the numbers of which we can’t disclose here. Contact us directly to learn more.

THE

BRIEF

After the world was devastated by the COVID-19 pandemic, The Peter Doherty Institute for Infection and Immunity in Melbourne was gifted a history-making $250 million from Canadian philanthropist and businessman, Geoff Cumming, to establish a new global research centre focused on therapeutic discoveries.

To date, this is the largest philanthropic donation to bio-medical research in Australia’s history.

The new centre, called the Cumming Global Centre for Pandemic Therapeutics will sit within Doherty with a vision to save millions of lives in the future.

Bastion Agency was hired to deliver a launch with worldwide impact, with a blank canvas for creativity. We were tasked to deliver a new brand identity, a communication strategy, and a media.

THE

APPROACH

Bastion Reputation, Bastion Amplify and Bastion Creative carved up the brief to work seamlessly across divisions.

Bastion Reputation delivered a communications strategy that articulated the story of a generous donation coupled with the cutting-edge scientific discovery with real world impact. We also kept up to 30 stakeholders across University of Melbourne, Doherty and the Victorian Government aligned while building out the story.

Bastion Creative created a new brand identity that set the foundation for all visual communications, internally and externally. The result is a contemporary and striking design that is bold, stands for what it does, and captures the imagination of those who come in touch with the centre.

Bastion Amplify was tasked with the media strategy and delivery of a press conference with Vic Premier Dan Andrews, Prof Sharon Lewin and Geoff Cumming, that was widely attended by media, followed by a full day of one-to-one interviews.

THE

RESULT

The announcement made the headlines right across Australia and overseas reaching a very large number of people.

1 press conference with 10 media attendees, including political reporters
6 one-to-one follow-up interviews with general news media
2 live radio shows
250+ pieces of coverage within 24 hours – TV, radio, newspapers
17 million reach
Syndicated nationally and reaching international papers
Covered by all Australian TV networks

See featured articles below:

The Australian – Melbourne becomes Australias pandemic research capital after university gets $250m donation from Canadas Geoff Cumming

The Age – $250m donated for global pandemic research centre in Melbourne

Daily Mail – Global Research Centre for ‘next pandemic’

The New Daily – Record private donation funds VIC pandemic drugs centre

THE

ASK

As part of its transformation of the iconic Nylex site into a vibrant mixed-use precinct, Caydon was embarking on shuttering the Cremorne site’s eye-catching silos and removing the Nylex and VB signs for restoration.

Wanting to keep the community informed and updated, Caydon asked Bastion Effect for help in clarifying to Melburnians its vision for the site and how it could communicate key construction milestones.

THE

APPROACH

With the site off limits for many years and a refresh of the scheme in play, we needed to re-engage media and stakeholders in the project to re-establish relationships and provide clarity as to what The Malt District would encompass when completed.

We started by defining the project’s story, mapping out key narratives and messages, forecasting potential issues and identifying opportunities to re-engage Melbourne in the rebirth of this icon.

This led us to our first piece of public activity – taking the revitalised Malt District story to media via a site tour ahead of the silos being covered in scaffolding.

The tour included an overview of the revised masterplan, a walking tour of significant heritage structures and a discussion of proposed future uses, including exciting plans for a new hotel.

The site tour also featured exclusive access to the top of the historic silos where the group was able to take in spectacular views and witness the ‘turning on’ of the iconic Nylex Clock one last time before it was removed for refurbishment.

THE

RESULT

By bringing media in (rather than keeping them at arms-length) and providing special access to this unique site, we were able to generate strong coverage (22 pieces in fact) and develop relationships for the project with media including (click the link to view the coverage):

• Australian Financial Review
• Herald Sun
• The Age & SMH
• Channel 7 News
• 3AW & ABC Radio
• Pedestrian TV

The positive, factual nature of the coverage contributed to a more accurate understanding of Caydon’s plans for the site among the local community, as well as prospective commercial tenants and apartment purchasers.

Driving up Australia’s vaccination rate.

THE

BRIEF

What bigger challenge than getting an entire population vaccinated against COVID-19? That’s what Million Dollar Vax was trying to solve and it needed to happen in just one month.

A group of Australian entrepreneurs and philanthropists created the Million Dollar Vax to safely accelerate Australia’s vaccination rate to help protect the population from COVID-19.

The campaign promised $1 million to one lucky vaccinated winner and daily cash prizes to other entrants. All you had to do was get the jab.

The team came to Bastion Amplify to spread the word.

THE

APPROACH

To maximise the launch moment, we worked in conjunction with News Corp to offer the exclusive story that was syndicated across all their mastheads prior to a wider media campaign kicking off. Knowing that vaccinations are a contentious topic, this allowed us to lead the direction of the story and ensure all key messages were delivered to avoid any skepticism and validate the promotion.

We then conducted a national media blitz with Million Dollar Vax Alliance chair, Craig Winkler, acting as a spokesperson across dozens of media opportunities including appearances on our highest rating breakfast shows Sunrise, Today and all major TV and radio news programs.

In order to continue the momentum throughout the month, we developed milestone news stories based on entry data and entries received, we also worked closely with sporting ambassadors such as Bachar Houli and Luke Shuey to help encourage vaccination in several lower vax states via their social media platforms.   

We also strategically used social media, ambassadors, prize winners and social influencers in regions of Australia with low vaccination rates to boost inoculation levels.

In addition, Bastion also established and led the content creation and community management for the Million Dollar Vax social media platforms, namely Facebook and Instagram. This served to compliment the positive media relations strategy, but also respond and react to questions regarding entry upload from participants and to mitigate any potential negativity towards the campaign.

THE

RESULT

The campaign was a huge success, with over 2.75 million entries – the most of any competition in Australian history. 

Our reach was more than 80 million, meaning pretty much every Australian would have seen our message multiple times.

This was achieved through an enormous 735 media clips.

The Victorian Premier Daniel Andrews commented on the campaign during one of his daily press conferences. The Federal Health Minister Greg Hunt did the same too.

Most importantly, today Australia is one of the highest vaccinated nations in the world. Weeks after the campaign launched, Victoria ended its lockdown ahead of schedule, citing the uptick in the vaccination rate as key.

Driving up Australia’s vaccination rate.

THE

BRIEF

What bigger challenge than getting an entire population vaccinated against COVID-19? That’s what Million Dollar Vax was trying to solve and it needed to happen in just one month.

A group of Australian entrepreneurs and philanthropists created the Million Dollar Vax to safely accelerate Australia’s vaccination rate to help protect the population from COVID-19.

The campaign promised $1 million to one lucky vaccinated winner and daily cash prizes to other entrants. All you had to do was get the jab.

The team came to Bastion Amplify to spread the word.

THE

APPROACH

To maximise the launch moment, we worked in conjunction with News Corp to offer the exclusive story that was syndicated across all their mastheads prior to a wider media campaign kicking off. Knowing that vaccinations are a contentious topic, this allowed us to lead the direction of the story and ensure all key messages were delivered to avoid any skepticism and validate the promotion.

We then conducted a national media blitz with Million Dollar Vax Alliance chair, Craig Winkler, acting as a spokesperson across dozens of media opportunities including appearances on our highest rating breakfast shows Sunrise, Today and all major TV and radio news programs.

In order to continue the momentum throughout the month, we developed milestone news stories based on entry data and entries received, we also worked closely with sporting ambassadors such as Bachar Houli and Luke Shuey to help encourage vaccination in several lower vax states via their social media platforms.   

We also strategically used social media, ambassadors, prize winners and social influencers in regions of Australia with low vaccination rates to boost inoculation levels.

In addition, Bastion also established and led the content creation and community management for the Million Dollar Vax social media platforms, namely Facebook and Instagram. This served to compliment the positive media relations strategy, but also respond and react to questions regarding entry upload from participants and to mitigate any potential negativity towards the campaign.

THE

RESULT

The campaign was a huge success, with over 2.75 million entries – the most of any competition in Australian history. 

Our reach was more than 80 million, meaning pretty much every Australian would have seen our message multiple times.

This was achieved through an enormous 735 media clips.

The Victorian Premier Daniel Andrews commented on the campaign during one of his daily press conferences. The Federal Health Minister Greg Hunt did the same too.

Most importantly, today Australia is one of the highest vaccinated nations in the world. Weeks after the campaign launched, Victoria ended its lockdown ahead of schedule, citing the uptick in the vaccination rate as key.

THE

BRIEF

Taste Australia is a category marketing program run on behalf of Hort Innovation, Australia’s horticulture industry body, representing fruit and vegetable growers from all over Australia. Taste Australia is a brand used to represent and promote Aussie produce in export markets across Asia. Our task is to raise the profile and export demand of Australian produce through the Taste Australia brand and maintain its premium positioning.

THE

APPROACH

We look at the consumer journey from awareness, through to education, trial and purchase – and engage with the consumer along this path ending in conversion at point of sale. We use point of sale (POS) marketing, including sampling and gift with purchase (GWP), social media, influencers & KOL/KOCs, public relations and events, e-commerce marketing, advertising, partnerships and sponsorship.

We run the Taste Australia program in a range of Asian nations including China, Vietnam, The Philippines, Indonesia, South Korea, Japan, Thailand, Hong Kong and Malaysia.

THE

RESULT

Over the past two years Bastion Effect has managed the export marketing of commodities including Australian citrus, tablegrapes, summerfruit, cherries and much more.

We’ve rolled our campaigns out across nine diverse countries, conducted sampling and activations in more than 100 cities within those nations, mobilised support from more than 100 influencers, held 21 events and generated more than 500 pieces of media coverage.

With our in-market partners we have put Aussie produce in the hands of tens of thousands of consumers by organising more than 3,000 sampling days.

Our social media tactics have resulted in more than 467 million impressions.

And at the end of it all we’ve contributed to an exponential increase in sales, the numbers of which we can’t disclose here. Contact us directly to learn more.

THE

BRIEF

After the world was devastated by the COVID-19 pandemic, The Peter Doherty Institute for Infection and Immunity in Melbourne was gifted a history-making $250 million from Canadian philanthropist and businessman, Geoff Cumming, to establish a new global research centre focused on therapeutic discoveries.

To date, this is the largest philanthropic donation to bio-medical research in Australia’s history.

The new centre, called the Cumming Global Centre for Pandemic Therapeutics will sit within Doherty with a vision to save millions of lives in the future.

Bastion Agency was hired to deliver a launch with worldwide impact, with a blank canvas for creativity. We were tasked to deliver a new brand identity, a communication strategy, and a media.

THE

APPROACH

Bastion Reputation, Bastion Amplify and Bastion Creative carved up the brief to work seamlessly across divisions.

Bastion Reputation delivered a communications strategy that articulated the story of a generous donation coupled with the cutting-edge scientific discovery with real world impact. We also kept up to 30 stakeholders across University of Melbourne, Doherty and the Victorian Government aligned while building out the story.

Bastion Creative created a new brand identity that set the foundation for all visual communications, internally and externally. The result is a contemporary and striking design that is bold, stands for what it does, and captures the imagination of those who come in touch with the centre.

Bastion Amplify was tasked with the media strategy and delivery of a press conference with Vic Premier Dan Andrews, Prof Sharon Lewin and Geoff Cumming, that was widely attended by media, followed by a full day of one-to-one interviews.

THE

RESULT

The announcement made the headlines right across Australia and overseas reaching a very large number of people.

1 press conference with 10 media attendees, including political reporters
6 one-to-one follow-up interviews with general news media
2 live radio shows
250+ pieces of coverage within 24 hours – TV, radio, newspapers
17 million reach
Syndicated nationally and reaching international papers
Covered by all Australian TV networks

See featured articles below:

The Australian – Melbourne becomes Australias pandemic research capital after university gets $250m donation from Canadas Geoff Cumming

The Age – $250m donated for global pandemic research centre in Melbourne

Daily Mail – Global Research Centre for ‘next pandemic’

The New Daily – Record private donation funds VIC pandemic drugs centre

THE

ASK

As part of its transformation of the iconic Nylex site into a vibrant mixed-use precinct, Caydon was embarking on shuttering the Cremorne site’s eye-catching silos and removing the Nylex and VB signs for restoration.

Wanting to keep the community informed and updated, Caydon asked Bastion Effect for help in clarifying to Melburnians its vision for the site and how it could communicate key construction milestones.

THE

APPROACH

With the site off limits for many years and a refresh of the scheme in play, we needed to re-engage media and stakeholders in the project to re-establish relationships and provide clarity as to what The Malt District would encompass when completed.

We started by defining the project’s story, mapping out key narratives and messages, forecasting potential issues and identifying opportunities to re-engage Melbourne in the rebirth of this icon.

This led us to our first piece of public activity – taking the revitalised Malt District story to media via a site tour ahead of the silos being covered in scaffolding.

The tour included an overview of the revised masterplan, a walking tour of significant heritage structures and a discussion of proposed future uses, including exciting plans for a new hotel.

The site tour also featured exclusive access to the top of the historic silos where the group was able to take in spectacular views and witness the ‘turning on’ of the iconic Nylex Clock one last time before it was removed for refurbishment.

THE

RESULT

By bringing media in (rather than keeping them at arms-length) and providing special access to this unique site, we were able to generate strong coverage (22 pieces in fact) and develop relationships for the project with media including (click the link to view the coverage):

• Australian Financial Review
• Herald Sun
• The Age & SMH
• Channel 7 News
• 3AW & ABC Radio
• Pedestrian TV

The positive, factual nature of the coverage contributed to a more accurate understanding of Caydon’s plans for the site among the local community, as well as prospective commercial tenants and apartment purchasers.

Driving up Australia’s vaccination rate.

THE

BRIEF

What bigger challenge than getting an entire population vaccinated against COVID-19? That’s what Million Dollar Vax was trying to solve and it needed to happen in just one month.

A group of Australian entrepreneurs and philanthropists created the Million Dollar Vax to safely accelerate Australia’s vaccination rate to help protect the population from COVID-19.

The campaign promised $1 million to one lucky vaccinated winner and daily cash prizes to other entrants. All you had to do was get the jab.

The team came to Bastion Amplify to spread the word.

THE

APPROACH

To maximise the launch moment, we worked in conjunction with News Corp to offer the exclusive story that was syndicated across all their mastheads prior to a wider media campaign kicking off. Knowing that vaccinations are a contentious topic, this allowed us to lead the direction of the story and ensure all key messages were delivered to avoid any skepticism and validate the promotion.

We then conducted a national media blitz with Million Dollar Vax Alliance chair, Craig Winkler, acting as a spokesperson across dozens of media opportunities including appearances on our highest rating breakfast shows Sunrise, Today and all major TV and radio news programs.

In order to continue the momentum throughout the month, we developed milestone news stories based on entry data and entries received, we also worked closely with sporting ambassadors such as Bachar Houli and Luke Shuey to help encourage vaccination in several lower vax states via their social media platforms.   

We also strategically used social media, ambassadors, prize winners and social influencers in regions of Australia with low vaccination rates to boost inoculation levels.

In addition, Bastion also established and led the content creation and community management for the Million Dollar Vax social media platforms, namely Facebook and Instagram. This served to compliment the positive media relations strategy, but also respond and react to questions regarding entry upload from participants and to mitigate any potential negativity towards the campaign.

THE

RESULT

The campaign was a huge success, with over 2.75 million entries – the most of any competition in Australian history. 

Our reach was more than 80 million, meaning pretty much every Australian would have seen our message multiple times.

This was achieved through an enormous 735 media clips.

The Victorian Premier Daniel Andrews commented on the campaign during one of his daily press conferences. The Federal Health Minister Greg Hunt did the same too.

Most importantly, today Australia is one of the highest vaccinated nations in the world. Weeks after the campaign launched, Victoria ended its lockdown ahead of schedule, citing the uptick in the vaccination rate as key.