CHALLENGE:

As part of an ongoing contract covering a number of primetime programs for SBS Television, eckfactor was engaged to handle unit and broadcast publicity for a new 10 part comedy news program, NEWStopia - written, produced and anchored by Shaun Micallef. Because of the current nature of the show, no preview material was available. NEWStopia was shot in Melbourne and was Micallef’s first series on SBS Television. NEWStopia was a Crackerjack production for SBS Independent.

STRATEGY:

Among a raft of media coverage, eckfactor secured four major metropolitan TV guide covers in Sydney, Melbourne, Brisbane and Adelaide for the launch of NEWStopia, arranging exclusive photos and one-on-one interviews with Shaun Micallef for each publication. More than 60 press, radio and online stories resulted from eckfactor's campaign and all were positive. Shaun Micallef contributed copy for columns in The Sydney Morning Herald, The Age, Sunday Magazine and Time Out Sydney and also conducted a number of radio interviews.

ECKFACTOR RESULTS:

At the end of series one, NEWStopia was renewed. eckfactor was engaged to run publicity for the second and third series.