You are to prepare a suite of materials for the Australian launch of the product, to which you will invite a range of media (newspaper, television, radio, web). This launch will be held at Equitana, a big equestrian tradeshow held in Melbourne or Sydney in November.
Because Animal 360 is a small and new company and does not have a news factor, you should suggest ONE special guest who can help launch the product and attract media attendance. The key feature of this guest is that he or she can help you attract media that is read or consumed by the target public that you have selected in Australia.
Remember that the launch of the app and the company Animal 360 are not news – but this launch and your writing needs to make it news.
Any launch is simply an attempt to:
1. Gain media coverage – media are your key stakeholders for this event.
2. Provide an event that allows you to talk in other media (e.g. social media, newsletters to the clients on the database) about something new, in this case the official launch of the app. The launch is not for the general public to attend.
You have some scope to be creative here, but make sure you don’t go overboard with the adjectives – it must still be easy and compelling to read.
You are to prepare:
• A list of media that will be key to reaching Australia horse owners or lovers.
• Read this carefully – the media must be relevant to the target public that you have selected and should include at least two influential horse bloggers.
• If you suggest general media, such as The Australian or a capital city newspaper or radio station, you MUST have found a journalist who would be interested in the story, name this person and tell why he or she is on the list. There are at least 10 horse sport magazines in Australia and even more racing magazines. The list needs to be comprehensive and not confined to the purely horsey publications.
