Audience Reach
Media Stories
100+ nationally
ASR
$784,800+
Adoni Media was engaged by the Australian Parachute Federation (APF) to launch the very first World Skydiving Day (WSD) on Saturday 13 July 2024.
The goal of World Skydiving Day was to set a world record for the greatest number of skydives in Australia and around the world, across one calendar day.
As part of the PR activation, Adoni Media provided Media Training for APF CEO and key spokesperson, Stephen Porter, and managed extensive media coverage across TV, radio, and print, before, during, and after the historic event
Mr Porter was thrilled with the results.
“The PR campaign has been just fabulous, I am just amazed at the results, and I am excited to keep the momentum going.”
THE BRIEF
The Australian Parachute Federation (APF) is Australia’s peak body for skydiving and has administered the sport for more than 60 years. It is responsible for setting safety standards, overseeing licensing, and conducting training across 34 Drop Zones around the country.
The APF is dedicated to promoting skydiving as a thrilling adventure sport and joined forces with other Skydiving authorities globally to launch the very first World Skydiving Day on 13 July 2024.
Adoni Media was engaged to manage the PR in Australia, and worked with stakeholders across the US, UK, and New Zealand, to deliver a global campaign with consistent messaging.
We created a comprehensive PR Plan, wrote and distributed geo-targeted media releases and alerts, and managed media in the lead up to World Skydiving Day, on the day of the event, and following the success of the day.
As part of the campaign, Adoni Media developed close working relationships with senior skydivers and Drop Zone managers across Queensland, New South Wales, Victoria, South Australia, and the Northern Territory, to identify key spokespeople for local media interviews and help them prepare.
Before World Skydiving Day, Adoni Media guided CEO Stephen Porter through a comprehensive media training session to ensure he was confident in front of the camera, and across key messaging.
Finally, Adoni Media was tasked with the creation and distribution of a Video News Release (VNR) to help media across the country cover the world record.
Adoni Media’s camera operator filmed the Gold Coast skydiving event, conducted an interview with Stephen Porter, and collated and edited footage sent from several Drop Zones. This VNR was then sent to TV networks nationally to allow each market, particularly in regional areas, to run localised versions of the world record.
THE RESULTS
Adoni Media generated extensive national media coverage with more than 104 stories across TV, radio, and print, reaching a total audience of 2.9 million and with a value of more than $784,800.
Highlights included Stephen Porter appearing in-studio for an interview with ABC Brisbane Radio Breakfast hosts Loretta Ryan and Craig Zonca, and a live cross to Channel 7’s Weekend Sunrise program featuring Gold Coast Skydive Managing Director Archie Jamieson and a first-time tandem jumper.
World Sky Diving Day coverage was generated from Airlie Beach in Queensland to Rottnest Island in Western Australia, with a follow up media release on the world tally results maintaining the momentum in media coverage.
Since the day, Stephen Porter says there has been a sustained increase in tandem skydiving bookings, showing how a carefully crafted PR and media campaign can boost awareness and launch an international event set to continue annually for years to come.