Client
Australia's Academic and Research Network (AARNet) provides high-capacity Internet services to over one million end users from Australia’s research and education communities (NREN).
AARNet invented the Internet in Australia. To celebrate the 20th anniversary, AARNet published AARNet – 20 years of the Internet in Australia . This was the first book in Australia detailing key milestones in Australia’s Internet evolution, AARNet’s role in the development of the internet network and its impact on Australians.
Challenge
Although AARNet is widely associated with the invention of the internet in Australia, many Australians are not familiar with AARNet and its contribution to the history of the Internet.
AARNet saw the publication of their book as a way of documenting the history of the Internet in Australia. It also provided a platform to acknowledge the contributions of individuals who established Australia’s Internet network and further developed the network to serve the needs of Australia’s NREN. The book detailed key milestones and AARNet’s role in developing and launching what is now known to the public as Australia’s Internet.
Since the announcement of the National Broadband Network (NBN), many Australians have debated the merits of the NBN. Through the book, AARNet aimed to provide insights into the future and benefits of a high-speed network based on its experience in owning and operating a similar network for Australia’s NREN.
Solution
Max Australia managed an extensive media outreach campaign, media briefing and launch event with the aim of raising AARNet’s profile. It leveraged MediaGame to deliver syndicated radio soundbites on the morning of the launch to target breakfast and drive-time radio news programs. Interviews were also organised under embargo with journalists who were unable to attend the briefing in person.
A general media release was distributed on the launch day to announce the 20th anniversary of the Internet with key highlights from the book to help journalists develop concise news stories without having to review the entire book.
Benefits
Max’s media outreach for the book launch was highly successful for AARNet. In addition to gaining coverage on 78 major radio stations such as 2GB and 2UE, the story was picked up by major news outlets such as AAP, Sydney Morning Herald, The Australian, The Age, WA Today, Canberra Times, BRW and The Deal.
AARNet was positioned as the founder of the Internet in the extensive national and state media coverage it received and it also positioned as a thought leader by outlining the benefits of a high-speed network and the merits of a NBN through its experience in building and managing its own network.
Client
Australia's Academic and Research Network (AARNet) provides high-capacity Internet services to over one million end users from Australia’s research and education communities (NREN).
AARNet invented the Internet in Australia. To celebrate the 20th anniversary, AARNet published AARNet – 20 years of the Internet in Australia . This was the first book in Australia detailing key milestones in Australia’s Internet evolution, AARNet’s role in the development of the internet network and its impact on Australians.
Challenge
Although AARNet is widely associated with the invention of the internet in Australia, many Australians are not familiar with AARNet and its contribution to the history of the Internet.
AARNet saw the publication of their book as a way of documenting the history of the Internet in Australia. It also provided a platform to acknowledge the contributions of individuals who established Australia’s Internet network and further developed the network to serve the needs of Australia’s NREN. The book detailed key milestones and AARNet’s role in developing and launching what is now known to the public as Australia’s Internet.
Since the announcement of the National Broadband Network (NBN), many Australians have debated the merits of the NBN. Through the book, AARNet aimed to provide insights into the future and benefits of a high-speed network based on its experience in owning and operating a similar network for Australia’s NREN.
Solution
Max Australia managed an extensive media outreach campaign, media briefing and launch event with the aim of raising AARNet’s profile. It leveraged MediaGame to deliver syndicated radio soundbites on the morning of the launch to target breakfast and drive-time radio news programs. Interviews were also organised under embargo with journalists who were unable to attend the briefing in person.
A general media release was distributed on the launch day to announce the 20th anniversary of the Internet with key highlights from the book to help journalists develop concise news stories without having to review the entire book.
Benefits
Max’s media outreach for the book launch was highly successful for AARNet. In addition to gaining coverage on 78 major radio stations such as 2GB and 2UE, the story was picked up by major news outlets such as AAP, Sydney Morning Herald, The Australian, The Age, WA Today, Canberra Times, BRW and The Deal.
AARNet was positioned as the founder of the Internet in the extensive national and state media coverage it received and it also positioned as a thought leader by outlining the benefits of a high-speed network and the merits of a NBN through its experience in building and managing its own network.