The Challenge:How can Telstra be included in media coverage around an Apple product launch with Apple’s restrictions on mentioning their brand, in a cluttered market and with only a week’s notice for the launch date?

The Objective:Maximise Telstra messaging in media coverage relating to the New iPad, by educating media and consumers that the superior New iPad requires Telstra’s superior mobile network.The Strategy:Go First: Media call at Midnight opening of sales in Telstra’s 2 biggest stores Go Hard: 48 hours of PR opportunities around the launch of the device.

Go Far: Build awareness of the strengths of Telstra’s mobile network 2 months prior to launch period.The Execution:Capitalise on New iPad hype A 48-hour window peaking at the Midnight store launches involved multiple activities designed to target the key audiences.Carefully planned media opportunities included: breakfast, afternoon and evening live TV cross opportunities, midnight photocall, live broadcasts from inside the store and breakfast media recaps the following day.Reinforce network superiority prior to launchA series of stories designed to position Telstra as:- The leader in current and future innovation – through news and trials of exclusive '4G' next generation technology.- The telecommunications provider that understands how Australians connect – through research that put Telstra on the news agenda such as social networking on mobile phones.The Outcome:PR secured more than 744 Telstra iPad media stories.

Independent analysis found Telstra was the leading telco mentioned in media coverage with 72% share of voice.533 pieces of TV news coverage18 print 56 radio 137 online 14m people reached with a cost per contact of 0.007

The 48-hour window peaking at the Midnight store launches involved multiple media activities:Launch minus two days:- Initial pricing announced - Midnight store opening revealed - Localised media communications for regional store openingsDay before launch:- Announcement of midnight store activity, the fun that Telstra would deliver to the queuing crowdsLaunch morning:- A media call was held at multiple Telstra Stores across the country featuring giant iPad cakes and spokesperson interview opportunitiesMidnight launch:• A countdown clock, games, food and drink provided a colourful fun backdrop to the media moments on the night, which included the queue outside the store and the first person in the world to buy the New iPad.24 hours following launch:- Telstra set up live crosses with media including Australia’s highest rating morning show; messages included details on how sales were tracking, and why the new iPad works best on the Telstra Mobile network.

The strategy to maximise coverage by breaking media opportunities into different sections resulted in blanket coverage on launch day including: breakfast, afternoon and evening live TV crosses, midnight photocall, live broadcasts from inside the store and breakfast media stories the following day.PR secured more than 744 Telstra iPad media stories and independent analysis found Telstra was the leading telco mentioned in coverage with 72% share of voice533 pieces of TV news coverage18 print articles56 pieces of radio coverage 137 pieces of online coverage 14m people were reached with a cost per contact of 0.007