Selling innovation

In 2008 Russell launched an extension to its Russell Prime Active Pension (RPAP) product, which linked the pension fund to an ANZ Prime Cash Management Account. Our PR challenge was to distinguish the offering in a competitive space and to drive media interest in evolving retirement product options.

Honner Media developed a PR campaign and launch event which positioned the pension product as the next generation solution for Australia’s active retirees.  We developed a story based around Russell’s actuarial analysis of key demographic trends – such as older Australians’ increasingly gradual transition to retirement – and the increased flexibility required from retirement and savings products.

In June 2008, more than 20 key journalists attended a luncheon briefing at Level 41 Restaurant in Sydney, resulting in widespread coverage across mainstream regional newspapers, radio and trade publications.

Overall press coverage has been conservatively valued at more than $250,000 worth of exposure (valued at 2 x advertising cost of space) across titles including: SMH, The Age, AFR, The Australian, Sunday Age, Sun Herald, West Australian, Money Magazine, Human Resources, plus all key trade media.

Further details can be found here