Australian Oil & Gas Exhibition and Conference

In 2020 Clarity was tasked with taking a fresh approach to media promotion of the 39th annual Australasian Oil and Gas Conference, held in March 2020.

The goal was to position AOG2020 as the industry-leading opportunity to articulate and discuss a step-change in the energy industry for the new decade, highlighting job creation, innovation, renewable energy and decarbonisation.

The work included developing an issues-based communications plan to respond to potential protester activity, building on the experience of resources-related conferences in Melbourne and Brisbane; and securing earned media coverage in general news publications, which would educate and inform a broader audience than traditional trade press and sponsored content.

Our team worked closely with the event organisers to align media and industry content with a strategic plan that would enhance the reputation and awareness of the conference.

All content was written to be easily understood by people not familiar with the Oil & Gas industry, expanding the ability to use content across multiple channels and platforms for a broad audience.

We leveraged existing relationships with key journalists and struck editorial and advertorial agreements with major publishers including 7West and Business News to deliver for our client.

AOG2020 received broad coverage in both trade and general news press, including an unprecedented cover of the local daily newspaper’s business section.

As the conference neared, it became more apparent that AOG2020 would be impacted by the global spread of COVID-19. The World Health Organisation announced the pandemic on the first day of the conference, March 11.

Clarity worked together with the client to pivot planned media communications to highlight the stringent health and safety measures being undertaken at the conference.

This included:
– Supporting Government press conferences,
– Accommodating a high level of media scrutiny as the only event with a big number of international visitors in WA at the time,
– Providing access to speakers and highlighting opportunities to discuss the impact of the pandemic on the industry.

The measures taken by AOG2020 to keep event visitors safe were widely reported in general news press, cementing the reputation of the conference as a safe event that complied with rapidly changing rules and recommendations to respond to COVID-19.

Client

Australian Oil & Gas Exhibition and Conference

Services

Public Relations & Communications, Issues & Crisis Management

Year

2020