In a bid to raise its profile in Australia, social networking site Bebo has hired Lewis PR to manage its communications. Bebo, which is the number one social networking site in New Zealand, has struggled to gain a foothold in the Australian market, which is dominated by Facebook and MySpace. One of the first tasks for Lewis will be to build audiences for The Gap Year, a travel program produced by Bebo and Edemol UK which follows six Bebo users on a travel gap year. Bebo has more than 42 million users worldwide
The CampaignPalace Sydney has launched its ‘Gambling Hangover’ campaign on behalf of the NSW Government. With a strong radio component, the campaign is targeted at young people, men in particular, who maybe developing a gambling problem. “We identified a key moment in the lives of these men that describes the sick feeling experienced the morning after losing too much money,” The Palace ECD Paul Fishlock said. “Radio emerged as best way to engage them when they’re in this mindset – the optimal combination of content and context. It has enabled the agency to use a music style and language that the young men can identify with.” The radio campaign will run across NSW in breakfast and morning sessions, focusing on Thursday through Saturday; the days of greatest ‘risk’. It also features print and outdoor executions supported via SMS and a new internet site promoting responsible gambling messages and counselling measures.
MercrBell have created a direct mail campaign designed to promote the benefits of direct mail to marketers. Commissioned by Australia Post, it tackles the negative perceptions of direct mail by demonstrating its benefits such as personalisation, targeting, engagement, tangibility, and measurement. The ‘Open up to Mail’ campaign will use direct mail itself to get the message across, as well as using industry press and a dedicated microsite www.openuptomail.com.au
Ten Network Holdings is to buyback up to 10% of its shares over the coming months. Ten's executive chairman, Nick Falloon, said: “Given the current Ten share price, the proposed share buyback should deliver long term value to our shareholders.” Ten’s owner Canadian firm Canwest has said it will not participate in the on market hare buyback. The announcement comes as it emerged that WIN Corp owner Brue Gordon has increased his stake in the network from 11.9% to 13%, spending $16.9m on 10.6 million shares. Gordon acquired the majority of his most recent stake after Ten announced last week that earnings from its TV network would drop around 10% in the 12 months ending August this year.
Television advertising revenue for TVNZ and TV Works increased by 3% in the six months ended 30 June this year compared with the same period last year. Despite the slowing economy, television advertising revenue remained strong during the period and is expected to continue throughout 2008, New Zealand’s four main FTA’s stations said.
Pacific Magazines are relaunching its tween websites K-Zone and Total Girl in a bid to engage with its audience which are increasingly moving online. The changes include daily content updates, interactive extensions to the magazine content, and greater viewer originated content, enabling tweens to upload their own movie, book and games reviews and add images to photo galleries. Both the revamped sites will go live on 7 July backed by online and magazine promotion.
