Company in Focus: AdPartners Group

Salvos 'Doors' Campaign wins for AdPartners

AdPartners bold advertising campaign that launched The Salvation Army's Red Shield Appeal for 2009 has won a coveted accolade - the Photon Group's 2009 Creative Concept of the Year – as judged independently by some of Australia's leading marketing media editors, Neil Shoebridge, Lara Sinclair, Paul McIntyre & Tim Burrowes.

AdPartners won the 2009 creative concept of the year over 28 other submissions. BMF was also declared a joint winner for their entry. This was the first time that 2 winners have shared the award which covers all areas of advertising, design and communications.

The competitive award is given to outstanding and original creative work with a proven outcome, within the publicly listed Photon Group.

The advertising campaign called 'Doors' was developed over a 6 month period and involved intensive research by the AdPartners creative team, running nationally from mid April to the end of June 2009. It marked the 12th year AdPartners has worked alongside The Salvation Army. This year the objective was to reach the annual fundraising goal of $72 million and the result was an impressive $98 million nationally, including funds raised from the Bushfire appeal. Importantly a national Newspoll study has revealed the campaign generated a 100% increase in awareness amongst the 18-34 age group for key services offered by The Salvation Army.

Accepting the award AdPartners CEO, Geoff Nesbitt said "This is an excellent outcome for our team as joint winners of Photon's Creative Concept of the Year. I am immensely proud, accepting the award of behalf of our team. Special mention must go to Matt Mortimer and Ben Gartland who developed the concept. With a young talented team exciting things are happening at AdPartners."

"AdPartners has taken our communication to a new level with this recent campaign for The Red Shield Appeal. The stories are edgy, based on real events and reflect the work we do every day at the front line." said Major Philip Maxwell, PR Secretary for The Salvation Army, Eastern Territory.

The 'Doors' campaign is the most comprehensive, integrated campaign ever produced for The Salvation Army. It included 3 x 60 second television commercials, radio, cinema, press, and magazine Ads, digital, outdoor, banner ads, sell in kits - all created and produced by AdPartners.

"I am certain the 'Doors' advertising campaign has resonated with Australians and helped make the Red Shield Appeal a great success," he said.

Last month the annual 'Eye on Australia' report revealed that The Salvation Army is now considered the most trusted brand name in Australia.

Further information:

Mary-Lou Jarvis
AdPartners PR
Tel: +61 2 9212 4335
Mob: +61 414 309 179
marylou@adpar.com.au

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