PPR was approached by St James Ethics Centre to help broaden awareness and increase immediate ticket sales for the Sydney IQ2 debating series. Through a targeted communications and stakeholder engagement campaign, PPR identified the publics most likely to attend the events, and engaged these demographics through thought provoking articles and interviews in specifically targeted media.
Through the pro-bono campaign, PPR was able to achieve over 50 pieces of coverage for the six debate series, and working with the event organisers attract more than 10,000 participants in Australia in 2011, with an average attendance rate of 90% and half of the debates selling out. The social media aspect of the strategy was also very successful, with all debates trending on Twitter and two of the events featuring on the top daily Twitter mentions.
The campaign surpassed all of the nominated objectives, and established the IQ2 debating series as one of the premier intellectual events in the Sydney calendar.