National AMI marketing award for The Hub

As one of seven WA finalists at the Australian Marketing Awards last Thursday (22 October 2015), The Hub Marketing Communications won the Marketing Excellence award in the Corporate Social Responsibility category for their work with the 2015 Revealed: Emerging Aboriginal Artists event.

Managing Director of The Hub, Nicolle Jenkins (pictured far left) said it was an absolute privilege to work on this project for the Department of Culture and the Arts.

“I am honoured to accept this award on behalf of The Hub team, the Department and the 60-plus WA Aboriginal artists that relied on us to do a good job for them. As a small Perth marketing firm celebrating our 10th birthday, this win is a big deal for us. Revealed is a great example of achieving significant results and making a difference, without a huge budget.”

Jenkins said it’s a tough time to be an Aboriginal artist. Global downturns have triggered devastating falls in the Aboriginal art market. Returns to Aboriginal artists have declined by more than 40% (Woodhead and Acker 2014). In WA, there are more than 4,000 Aboriginal artists and 29 Art Centres.  This is around 30% of all Aboriginal artists in Australia. WA is also the second largest producer of Aboriginal art in Australia.

The Department of Culture and the Arts recognised a new approach was needed to open new markets and reduce isolation.  Revealed was created!  Revealed is an exhibition, marketplace, symposium, and professional development program for WA’s emerging Aboriginal artists. Revealed coordinator Tim Acker said supporting Art Centres is a great way to contribute to the livelihoods and wellbeing of remote places.

“Art is such a big contributor to the social wellbeing, cultural health and liveliness of the community.  It’s a place to paint and talk.  The paintings are a result of that.  That is why Revealed is so important,” said Acker.

The marketing focused on the revenue generating elements, being the exhibition and marketplace.  On a tight budget, smart, results oriented marketing tactics were required to boost audiences and drive sales.

Artists and their stories led the campaign.  As a result, attendance grew by 27%, media coverage by 89% and sales by 8% (from the 2013 event).  For every $1 spent on marketing; $4.20 of sales were generated for artists. Acker said the attitude of The Hub was both inventive and comprehensive, which was translated to the work they produced and the results achieved.

“Communicating the energy, spirit and diversity of Revealed was central to attracting those audiences and The Hub were instrumental in getting Revealed’s message out there successfully.  The team at The Hub ‘got’ the project, and exceeded the brief they were given, because they too believed in the event.”

Another winner from WA was a Bethanie project in the Harvey-Waroons region in the ‘Marketing on a Shoestring’ category.

The 2015 award winners were:

Trinity P3 Future Leader Award


Gina Lednyak (left), founder, chief social media director and marketing strategist at L&A Social Media

Certified Practising Marketer of the Year Award


Caroline Patrick AMAMI CPM, head of strategic marketing solutions at Bendigo Adelaide Bank

Sir Charles McGrath Award

Launa Inman, non-executive director at Bellamy’s Australia and Commonwealth Bank

M&C Saatchi Marketing Program of the Year Award

Just For Pets Consumer Brand Launch: Tales of Triumph From An Underdog from Just For Pets & Brand Savvy

The categories and winners were:

Just For Pets Consumer Brand Launch: Tales of Triumph From An Underdog | Just For Pets & Brand Savvy

Brand Revitalisation

Making Low Prices Irresistible | Kmart & BWM Dentsu Melbourne

Consumer Insight

Play it Safe Campaign | Seqwater
Content Marketing

Wild About Whales | NSW National Parks & Wildlife Service

Corporate Social Responsibility

Emerging Aboriginal Artists, Revealed | The Hub Marketing Communications

Education

‘Be True To You’ Campaign | RMIT University

Experiential and Brand Experiences

If you Smoke your Future’s not Pretty | Queensland Health & Marketing Unit

Internal Marketing

How BOQ ‘Operationalised Love’ | Bank of Queensland & BWM Dentsu

Loyalty Programs

Know your IBM | Motivforce Marketing & Incentives

Marketing Communications (Business to Business)

Investment Heroes in Disguise | ASX & MercerBell

Marketing Communications (Business to Consumer)

#colouryoursummer | Coca-Cola South Pacific

Marketing on a Shoestring

How $1,500 delivered 306 times! | Bethanie

The Marketing on a Shoestring category focused on Bethanie’s distribution of Community Care packages with results showing Bethanie filled all of its new aged care places, on a minimal budget, in the Harvey-Waroona region. This achievement reflects Bethanie’s commitment and determination to achieve outstanding results from a limited budget.

New Brand, Product or Service Launch

How we welcomed gluten free Australians back to Weet-Bix | BWM Dentsu & Sanitarium

Sponsorship

Sydney Sixers Sponsorship | iinet Ltd