The Bravery creates new travel campaign

By Jonas Lopez in Marcoms News on

Helpful or Harmful? with Jan Fran (photo credit: Kathmandu/The Bravery)Surry Hills creative/PR agency The Bravery has collaborated with travel supplies store Kathmandu, and creative outfit Republic of Everyone, on a new campaign for sustainable travel habits, called Helpful or Harmful?.  

Designed as part of Kathmandu’s World Ready global campaign, Helpful or Harmful? explores the issues of sustainable tourism in various parts of the world, even more so how tourist behaviour and attitudes may affect the communities they visit. The object is to guide tourists on how to change their ways to better immerse themselves in the destinations they would visit in the future, and to be more mindful of the long-term impact of their visit on the local community.

Documentary filmmakers Doss Flamingoss and The Feed host Jan Fran (pictured) joined the campaign by producing a three-part documentary series where she toured places such as Bali, Indonesia, and Nepal, and interacted with the locals. The locals, in turn, shared with Fran their problems dealing with visitors, such as in the case of Nepal, climbers going to Mt Everest and leaving garbage along the way.  

A major document, Helpful or Harmful? Travel Report 2019, also gathered information from over 1,000 Australian travellers on their experiences abroad.  

“The future economic potential for the sector is massive - but so is the responsibility to the millions of people who rely on it for their livelihoods, not only overseas but here in Australia. With this campaign, we’re capturing the attention of travellers through thought-provoking headlines, making people stop and think. Am I really the kind of traveller I think I am? Am I really having the types of experiences I want when treading the same beaten path?

“If we can get people to consider their behaviours can often be more harmful than they realise, they’ll be open to making some positive changes on their next adventure,” said The Bravery founder/director Claire Maloney.

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New Havas-GLOW partnership takes shape

By Jonas Lopez in Marcoms News on

Havas Group Australia has joined forces with research technology provider GLOW.

Under their new tie-up, Havas will use GLOW’s agile research platform to collect market insights that clients need. Global panel data specialist Dynata aids in the platform’s data mining with real-time access to a depository of 800,000 Australians.

The move is part of Havas’ recent thrust into more data research tools.

“Our partnership with Glow will give us the competitive advantage of being able to gather a diverse range of consumer insights to fuel our communications strategies across our media, creative and PR disciplines,” said Havas Melbourne Group managing director Matt Houltham.

“From behavioural insights that inform target audience definitions to concept testing ad creative, to getting feedback from events and even for more traditional category U&A and brand tracking research, Glow will enable us to get better insights faster and more cost-effectively.&rd

Herd MSL activates new innovation platforms

By Jonas Lopez in Marcoms News on

PR agency Herd MSL is introducing two new innovations to power its services, as reported on B and T.

The first system, called Results, Outcomes, Analysis and Recommendations (ROAR), is designed to aid clients with the presentation of real-time market information based on their own PR campaigns. The resulting data may lead the client to adjust their movements accordingly.

The second platform, Fluency, is MSL’s global system marketed towards end-to-end influencer activities. It will parlay to Herd MSL’s own influencer database by linking up clients with influencers to give campaigns an added market thrust, which could be critical if the influencer is active in a client’s industry.

Herd MSL innovation lead James Kean is spearheading the rollout of the two platforms. He had been working particularly on the development of ROAR since joining the agency late last year after two years consulting at N2N.

Agency social strategist Cal Guyll is now tasked to manage the Austra

Herd MSL wins Audi Australia account

By Jonas Lopez in Marcoms News on

PR and communications group Herd MSL has scored the corporate communication support contract for Audi Australia.

The new deal calls for Herd MSL to manage Audi Australia’s current communication strategy and brand awareness campaigns for a wider audience.

“We are incredibly grateful to have the opportunity to partner with one of the most progressive and premium brands in the world and one that has forged a reputation both in Australia and globally for excellence and high-performance,” Herd MSL CEO Vanessa Liell said.

“We are an ambitious, fearless and creative team that thrives on achieving more than our clients ever thought possible and are excited to bring our enthusiasm, talent and professionalism to Audi Australia.”

Audi Australia corporate communications manager Shaun Cleary added that Herd MSL’s depth of experience with corporate strategy earned them the assignment.

Publicis Sapient welcomes new digital transformation execs

By Jonas Lopez in Marcoms News on

Publicis Sapient Australia has a new crop of executives to aid the agency’s digital transformation initiatives.

Bruce MacLeod (pictured) comes in from Thoughtworks as Publicis Sapient Australia’s new associate director for public management. He will guide the usage of agile tech methods in bolstering customer value in a campaign.

Fiona Morphett and Danish expat Christopher Toyberg-Frandzen are managers for For Publicis Sapient’s Strategy and Consulting practice. Morphett signed up on account of her experience as Telstra’s strategic transformation manager, plus added roles in the Attorney-General’s Department and Kantar Millward-Brown, among others. Toyberg-Frandzen recently settled in Australia from Denmark, where he finished almost four years as Danske Bank’s resident consultant and project manager for payment solutions.

Both Morphett and Christopher Toyberg-Frandzen will report to fellow hire Jane Headon as their team director. She had just wrap

Hepburn leaves VMLY&R ANZ

By Jonas Lopez in Marcoms News on

Aden Hepburn (pictured) has tendered his notice as CEO of VMLY&R’s ANZ office.

WPP AUNZ announced that Hepburn is set to transition away from the company over the next few months. Hepburn had been in charge since co-CEO Pete Bosilkovski left last month.

Current VMLY&R global chief retail and commerce officer Jon Bird is flying home next month from New York City to assist Hepburn with the changeover.

Bird has been in New York since April 2014, when he joined Labstore as managing director for retail and shopper. He joined the former VML two years later as ED for global retail and shopper marketing and went up to CRCO when the VMLY&R merger was completed.

“I’ve had the most amazing time, loved every minute with the Group, and couldn’t be prouder of our collective achievements. I leave the business in great shape and am excited to see what VMLY&R can do from here - the positioning, capability and promise of the agency is powerful,” sai

Alt/Shift partners with Whitley Neill Gin

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UK drink brand Whitley Neill Gin has tapped Alt/Shift as its Australian PR agency.

The new deal will have Alt/Shift handle communications and generate brand awareness for Whitley Neill as it prepares to introduce its flavoured tipple Down Under. Sydney social marketing agency L&A Social will also aid Alt/Shift in the campaign.

Whitley Neill is the premiere drink brand in Halewood Wines and Spirits’ catalogue. Company marketing manager Kelly Coughlan said Alt/Shift’s grasp of the Australian media landscape and creative skills was critical in them landing the account.

“The Whitley Neill Gin brand is innovative, clever and brave, making it both exciting and challenging to work on. It’s rare to get the opportunity to introduce a leading overseas brand to the local landscape but it’s one that we’re uniquely set up to do as an integrated communications agency with a strong strategic and creative footprint,” said Alt/Shift GM Andie Crawford.

3 Phase Marketing opens PR division

By Jonas Lopez in Marcoms News on

Digital media agency 3 Phase Marketing has established its own public relations department.

B and T reported that current content producer Marnie Vinall is now reassigned as the resident publicist. She has done marketing-related content duties for the Crowd Media Group and handled social media channels for 40K Products.

Agency founder/managing director Sonia Majkic said opening a new PR section followed initial success with PR work in some campaigns earlier this year.

“The world of public relations offers endless opportunities for our clients and I can’t wait to get my hands working to weave that magic for them,” added Vinall.

“PR has proved to be incredibly advantageous for our agency, so why wouldn’t we want that for our clients too?”

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