Aust. Council for the Arts

When does social media displace traditional media as the preferred marketing and communication medium? When you’re the Australia Council for the Arts and you want to connect with diverse audiences across Australia to promote your grants program.

This was the challenge – and opportunity – facing icon.pr when we were appointed to manage the PR campaign for OzCo’s 2010-11 ArtStart Grants funding round, initiated by the Federal Government.

Thankfully, creative types are huge social media users so our integrated campaign is working a treat. In fact, it’s been so successful that applications increased by more than 100 per cent after the first round of PR activity, in addition to a 43 per cent jump in website hits.