Southern Cross Austereo launches campaign for grass-roots initiative ‘My Community Connect’
Southern Cross Austereo (SCA) is set to launch a full-scale, revitalised mass marketing campaign for its grass-roots community service initiative, My Community Connect, which will be rolled out across a new look website, TV, radio, online and print media around regional Australia from Monday.
My Community Connect has been given a creative overhaul that reinforces what the brand stands for – being caring, local, grass-roots and having a feel-good effect which has led to the creation of the new campaign and positioning; ‘love the local life’.
Says Nikki Clarkson, Southern Cross Austereo head of marketing & communication: “The rebrand strategy and marketing campaign for My Community Connect aims to take the existing My Community Connect online service to regional Australia and position it as the most comprehensive listing of events across every corner of regional Australia. The ‘love the local life’ positioning reinforces the community nature of this initiative from SCA.”
My Community Connect launched in February 2010 as a community based service for all people in regional communities to help keep them informed with what is happening in their area.
My Community Connect is dedicated to supporting causes in local communities by providing a strong platform for Not-For-Profit groups to promote their events on Television or Radio, as well as online, at no cost, via the My Community Connect website which has so far seen more than 40,000 events listed – ranging from local sports club initiatives through to charity and community service events.
Says Rhys Holleran, Southern Cross Austereo CEO: “We are incredibly excited about My Community Connect, it represents everything our group stands for; big ideas with total local focus. My Community Connect belongs to the many thousands of community groups that will use it in the months and years ahead.”
Southern Cross Austereo head of marketing – Nikki Clarkson
Southern Cross Austereo marketing director – Adam Bower
Southern Cross Austereo marketing manager – Jessica Stone
Director – Charlie Fergusson
Producer – Carla Robertson
DoP – Aron Leong
Post Production – The Post Lounge
Editor – Sam Stokes
Music – Hylton Mowday
6 Comments
See the thing is Rhys Holleran when I think Southern Cross Austereo I think Kyle Sandilands. And you can imagine how that image, brand, value etc is at odds with what you are pushing here.
I am all for the Community Connect initiative, but saying Rhys that this is what you are all about is not necessarily true. Many of us have noticed your actions or should I say inaction when it has come to disciplining the behaviour of Kyle Sandilands. As far as I can tell you and your brand support bullying, abusive behaviour, the humiliation of the less fortunate, exploitation of minors and so on and on.
I am sure that I am not the only one who feels and thinks this way. Kyle Sandilands and your inaction regarding his onair behaviour has left a taste in my mouth re Southern Cross Austereo that I just can’t shake.
Caring and feel-good? Southern Cross Austereo? I don’t think so. An organisation that allows a child to be interviewed on-air about her sexual experiences against her will is not caring and feel-good.
Neither forgiven or forgotten.
When I saw Kyle Sandiland’s producer, Bruno Bouchet’s blog recently and viewed the video he’d uploaded of a guy puching his wife in front of their young kids, I wasn’t really thinking “Austereo = caring”…. #notbuyingit
I was browsing from since morning in search of music notes in that search sudden i got your post its really nice and interesting also.
…”terms such as ‘decency’, ‘demeaning’ and ‘undue emphasis on gender’ are broad and ambiguous and mean different things to different people” ….Rhys Holleran, in reference to comments made when 2DayFM breached commonly-held standards of community decency.
The same Rhys Holleran may have similar difficulty interpreting the words “community” as he does with the term “decency”. Decency, after all, is determined by a “community”.
I wouldn’t be holding my breath that Southern Cross Austereo will suddenly become the epitome for ” caring, local, grass-roots and having a feel-good effect” which stands for “Community.”
Sounds like desperate spin to me!
Rhys signs his email “yours in EBITDA”
I’ll let you work out the rest…