How Video News Releases transform rural and regional coverage
At Adoni Media, we believe geographical distance should never limit our client’s media exposure. Whether you’re based in bustling city centres or Australia’s remote heartland, your story deserves attention.
Our team of former journalists, news directors, and producers collaborates with professional camera operators and editors to deliver broadcast-quality coverage – no matter how far you are from major newsrooms or ‘the big smoke’.
When news outlets face resource constraints or breaking stories divert attention from your media story, we provide a solution. Adoni Media creates a Video News Release, with ready-to-air, professionally produced content perfect for news broadcasts, social media campaigns, and marketing initiatives.
What is a Video News Release?
A Video News Release (VNR) combines professionally captured footage with strategic interview grabs, expertly packaged and delivered directly to TV newsrooms.
It is a way of providing journalists with the interview segments (known as “grabs”) they need to tell your story, as well as the high-quality visual content (called “overlay”) that illustrates your story’s context and impact. The footage and interviews are recorded with a broadcast camera, the same used by news crews ensuring consistency for editors and programs that run it.
The beauty of this approach lies in its simplicity for media outlets – we are essentially serving journalists and producers all the parts they need to tell your story without having to attend a media call or interview themselves. This approach not only increases the likelihood of coverage but also helps control the message.
Client success stories
From the coastal shores of K’gari to the sunset landscapes of Darlington Point and the agricultural hub of Shepparton, our team has travelled to all corners of the nation to capture compelling stories. Through our efforts, we’ve generated millions of dollars in equivalent advertising value across regional, state, national, and international television and online platforms. Let us break down a few of our highlights.
Port of Bundaberg Sugar Terminal
At the mouth of the Burnett River lies the Port of Bundaberg with its impressive minerals and sugar terminal. We assisted Sugar Terminal Limited (STL) with launching a multi-million-dollar infrastructure project alongside their partners, the Federal Government and Gladstone Port Corporation.
Our VNR featured insights from STL CEO David Quinn, Gladstone Ports Corporation CEO Craig Haymes, and Assistant Minister Anthony Chisholm, alongside industry stakeholders. Footage included the port in action, drone shots, and stunning sunset footage. This package was sent to newsrooms, and secured coverage across regional media including Bundaberg Now and ATN, plus national broadcasts on WIN News and Channel 7 – evidence that regional stories can easily achieve significant coverage when packaged and produced in a way journalists can, and want, to use.
K’gari Kingfisher Bay Resort
Adoni Media visited K’gari to produce a VNR celebrating three decades of the UNESCO World Heritage List, coinciding with our client Kingfisher Bay Resort’s official launch. The resulting VNR showcased breathtaking coastal vistas and interviews with the Island’s rangers in celebration of this milestone – content that was quickly adopted by Channel 7 and Channel 10 nationally.
Later, our team produced a VNR to announce the Duke and Duchess of Sussex’s ‘secret island staycation’ at the Kingfisher Bay Resort, which generated an abundance of international attention. Our efforts showcased our client as a leader in Australian ecotourism – putting them on the world map.
World Skydiving Day
The Australian Parachute Federation (APF) engaged us to launch the inaugural World Skydiving Day (WSD), which aimed to set a world record for the greatest number of skydives in Australia and globally within one calendar day.
Our camera operator and producer filmed the Sunshine Coast skydiving event and conducted interviews, before editing the footage together with dives from several interstate drop zones throughout the day. This VNR was distributed to TV networks nationally, allowing each market – particularly in regional areas – to run localised versions of the world record story.
The campaign generated more than 104 stories across TV, radio, and print, reaching 2.9 million people with a value exceeding $784,800. Beyond the immediate coverage, our client experienced a sustained increase in skydiving bookings, demonstrating the lasting impact of effective media campaigns.
Video News Releases have revolutionised how rural and regional businesses and executives connect with mainstream media. At Adoni Media, we’ve witnessed firsthand how this powerful tool can transform regional stories beyond local news to national headlines.
For more than a decade, the Adoni team has successfully been producing VNRs to increase media coverage for a diverse range of clients – from entertainment companies and corporations to government agencies, not-for-profit organisations, and charities. To start telling your story and promoting your business and story through VNRs, simply reach out through the ‘Contact Us’ button below.
