Celebrating the performance and achievement of members is key to maintaining engagement and relevance for any membership organisation. The Australian Institute of Landscape Architects (AILA) sought BBS’ support to maximise the impact of its Queensland and national awards program, and associated education and advocacy initiatives, with a short, sharp publicity campaign.
The campaign was rolled out through metro, regional and industry media. The Queensland awards campaign reached 4.6 million people, while the separate national campaign reached more than 21 million. Significantly, this audience covered members and industry participants but also the clients and stakeholders of members, thus adding substantial value to the activity for all concerned.