Bushcraft Survival Australia

Brief

Gordon Dedman — founder of Bushcraft Survival Australia, military survival instructor and survival consultant for Alone Australia — wanted to raise the profile of his business in Australia and encourage people to step out of their comfort zone and book one of his bushcraft courses.

Strategy

I developed an always-on approach, targeting media with educational and thought leadership articles using Gordon as the spokesperson. Topics included reactive pieces (such as what to pack when hiking, timed to a hiker going missing in the Blue Mountains), course announcements across the country, and case studies on schools that had completed the bushcraft schools programme.

Results

I secured more than 100 pieces of coverage over a 12-month period across broadcast, online, radio and print, cementing Gordon as a thought leader in bushcraft.