Audience Reach
Media Stories
79+ nationally
ASR
$640,000+
Adoni Media partnered with Veteran Games to bring the Gold Coast Finals into the national spotlight. Founded by Special Forces veteran Heston Russell, the Veteran Games are all about restoring purpose, connection, and community for those who have served, giving current and former Defence members a space to challenge themselves, compete, and reconnect.
THE BRIEF
With 13 teams and 127 competitors representing the Navy, Army, and Air Force, both regular and reserves, the challenge was to showcase the diversity of participants while amplifying the broader message of connection and support. Adoni Media designed a strategy that localised stories across the country, ensuring teams from every state and service were highlighted, while also building momentum for the Gold Coast Finals as a national event.
Video News Releases (VNRs) were central this approach. Our PR team filmed the action, captured interviews with Heston and the competitors, and delivered the footage directly to newsrooms the same day. Giving journalists easy access to broadcast-ready material meant the story could be shared quickly and widely, from regional stations to national networks.
On the ground, our team coordinated interviews, live crosses, and media logistics, working closely with creative partners at Litl Creative to ensure the event was brought to life across television, radio, online, and podcasts. This included managing recurring Sunrise Live crosses throughout the whole competition.
THE RESULTS
Adoni Media generated more than 79 national media stories, including features on Seven News, WIN News, and a Sunrise Live cross with Heston Russell, alongside multiple online, radio, and podcast mentions. The campaign reached over 2.5 million Australians and delivered an advertising value of $640,000.
More importantly, the campaign highlighted the incredible work of the Veteran Games and the Veteran Support Force. It celebrated the achievements of Defence personnel and showed the power of connection, purpose, and community for those who’ve served.