THE BRIEF
Working with Tennis Australia and Monash University, AKQA created a world-first in spatial design technology that enables no and low-vision fans to experience live sport in a unique way.
Action Audio was available to listen to across all centre court matches throughout the 2022 Australian Open, where AKQA requested our help highlighting the impact of its innovation.
How we approached it
We approached the brief from two perspectives: innovation in tech, and human interest. Our strategy focused on the technology’s ability to provide no and low-vision tennis fans with the opportunity to enjoy tennis like sighted people for the first time.
We focused our outreach on the international mainstream media covering tennis; sport; and disability, accessibility and inclusivity.
The results
- Secured print and online features in The New York Times, with interviews from AKQA Australia’s innovation director and a young visually-impaired tennis fan
- Secured 115 pieces of coverage including high-reach titles The Guardian, BBC, Design Week, Yahoo! and The Irish Times
- Nominated for Diversity & Inclusion PR award at PRCA Dare
“Through W+P’s impressive network, they provided incredible opportunities to tell our story, creating those ‘wow’ moments that got people talking globally.
The results were incredible – they achieved vast earned media reach that set the media agenda. Ultimately, this provided me the ultimate success metric, linking the brand to a wide variety of new consumers.”
Matthew Radmanovich
Head of General Sports & Event Communications, Red Bull
“Karma’s media coverage has quadrupled since the first month of our collaboration. The whole team has always been very available and dedicated to our business needs”
Julien Flandre
VP Marketing, Karma
“I've engaged many PR companies over the years, it's always a great sales presentation followed by an expensive ongoing retainer. W+P is delightfully and refreshingly different, it's as if the team are a part of ours.
I hope others don't find out just how good W+P is, we really want to keep them all to ourselves”
Anthony Rose
CEO, SeedLegals
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