BACKGROUND:

When eckfactor first publicised the ASTRA Awards for the subscription television industry in 2004, they were not widely known in media circles. In that year, the Awards changed from being an industry breakfast presentation to a full-scale evening event. eckfactor has been working with ASTRA on the awards continuously since 2004.

BEHIND THE SCENES:

The challenge has been to grow the brand to become one of the best events on the entertainment calendar. In 2008, eckfactor helped realise this goal, with more than 1000 industry professionals from both sides of the cameras celebrating the subscription television industry and the resulting coverage being the broadest to date.

"Forget the Logies... The ASTRA Awards is the party to go to..."
(Sun Herald)

STRATEGY:

eckfactor managed publicity for the nominations event - about a month before the gala night - kicking off viewer voting. In the lead-up to the ASTRA Awards, publicity was placed with key magazines and newspapers. On the evening of the Awards, eckfactor managed all media activity, including a bustling red carpet with photographers, camera crews and journalists clamouring for the best picture and celebrity interviews. An on-site media centre gave journalists space and access to file immediately.

eckfactor’s experienced event team covered every aspect of the night from media check-in and the red carpet to back-stage celebrity and radio interviews, as well as managing official photography during the event and after-party.

eckfactor was also the central contact point for all channel publicists organising talent, maximising publicity opportunities for both the nomination and gala events.

ECKFACTOR RESULTS:

Since eckfactor began working with the ASTRA Awards, media coverage has been growing constantly. It is estimated that the media campaign for the 2008 ASTRA Awards generated more than a million dollars of editorial value with a cumulative circulation across all media of more than 20 million. Year on year, eckfactor generates improved results: 2008’s coverage was up 26 percent on 2007, producing an increase of almost 35 percent in editorial value.