Audience Reach
Media Stories
350+ nationally
ASR
$1.8 m+
Adoni Media was engaged by the Australian Parachute Federation (APF) to launch the inaugural World Skydiving Day on 13 July 2024, and re-engaged in 2025 to continue building its national and global momentum.
The goal of World Skydiving Day is to set a world record for the greatest number of skydives in Australia and around the world, within 24 hours.
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
As part of the PR activation, Adoni Media provided media training for APF CEO and key spokesperson Stephen Porter, and managed comprehensive media engagement across television, radio, print and digital – 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.
Our team filmed the Sunshine Coast activation, conducted interviews, and collated vision from Drop Zones around the country to produce a broadcast-ready VNR. This enabled metropolitan and regional TV networks to localise coverage of the world record attempt, significantly expanding reach.
In 2025, the campaign evolved further, with eight journalists taking part in tandem skydives across three Drop Zones, generating strong mainstream media and social media traction nationwide.
THE RESULTS
Adoni Media generated extensive national media coverage with more than 350 stories across TV, radio, and print, reaching a total audience of 10.1 million and with a value of more than $1,800,00.
Coverage highlights included continuous live crosses on Weekend Sunrise, a feature in the Seven News Brightside segment, and national coverage across Ten, Nine, Seven and WIN News. The campaign also achieved strong print results, including features in the Herald Sun and the Gold Coast Bulletin, among many others.
Journalists who took part in tandem skydives on the day generated a further 17+ pieces of content across social platforms, including Instagram, Facebook and TikTok, extending the reach beyond traditional news.
Stephen Porter says the campaign has driven a sustained uplift in tandem bookings, demonstrating how a strategic, nationally coordinated PR approach can successfully launch and grow an international event with long-term impact.