If you’ve been driving around Canberra in September, you would have noticed flowers and signage popping up roadside as a daily reminder that our springtime election is edging closer, airbrushed faces awkwardly smiling in stark contrast to the colourful tulips planted around the Territory as part of Floriade: Reimagined.

This month we turn our attention close to home, with drone deliveries taking off in the Capital and our airport reopening its doors seven days a week. We also take a look at MILO’s new marketing mix.

MILO’S PERFECT MIX

For years, Australians and Kiwis alike have debated the perfect mix for a good MILO drink, and as a company MILO has been asking a similar question – “what’s the best mix for effectively marketing our product?” After running a marketing mix model (MMM), the company shifted a big part of their budget toward YouTube, where it has the most impact on the right audiences.

PUBLICITY STILL PLAYING A VITAL ROLE IN AUTOMOTIVE MARKETING

Why are car manufacturers like Honda and Renault touring Europe in super-hot versions of their hatchbacks, setting lap times on world-famous racing circuits, despite having no intention of racing them and only offering an extremely limited release of the models? Canberra Times journalist Sam Hollier explores why publicity is still a cornerstone of automotive marketing plans in this story.

HOW MORRISON MANAGES THE MEDIA SO WELL

In a political month for Canberra, Michael West Media’s Callum Foote has taken an in-depth look at how Scott Morrison’s distinctive media management tactics allow him to place the Federal Government’s messages effectively into the mainstream news cycle even before making any announcement.

CANBERRA AIRPORT TO OPEN SEVEN DAYS A WEEK

Canberra Airport announced last week that they will be open seven days a week from October 3, as demand for flights soared following the reopening of the South Australian and Queensland borders to ACT residents. The relaxation of domestic borders will surely open the door for more tourism opportunities in the Capital, and we expect to see Canberrans getting targeted for sunny holiday getaways in the coming weeks.  

DRONE DELIVERS TAKING OFF

Drone deliveries by Wing, a company owned by Google’s parent-company Alphabet, have increased in Canberra by more than 500% since March. With retailers around the world relying on online channels and home deliveries throughout 2020, it is becoming evident that businesses that have handled the pandemic best are the ones that were already modernising their practices.  

If you want to discuss how your business can bring its practices into this decade, or if you want help with your media and public relations, reach out to the Threesides team.