Case Study

Living Sydney

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OBJECTIVE

Four weeks prior to the Sydney Mayoral elections in late-2012, UMM was approached by the Living Sydney political party, led by Angela Vithoulkas. Our brief was to help Angela and Living Sydney win the Sydney Mayoral election by positioning Angela as a legitimate alternative to the long-standing Sydney Mayor, Clover Moore – one of the most enduring politicians in Australian history. Ms Moore was running for her third term as Lord Mayor of the City of Sydney.

″Odds of becoming Mayor came in from $27.00 to $2.20.″

Coverage of the shortening odds in The Daily Telegraph.
Coverage of the shortening odds in The Daily Telegraph.
Making the cover of Sydney City News.
Making the cover of Sydney City News.

STRATEGY

UMM deployed a two-person team, consisting of a lead publicist and an Account Manager. This duo was pitted against an incumbent Lord Mayor with a team of PR experts managing her campaign. Due to extreme time-sensitivity, we contacted political writers on a daily basis, producing daily media releases announcing policies designed to resonate with Sydney business owners. Angela’s policies centred around infrastructural changes to the city that would reinvigorate tourism, and she also offered small business real incentives to persist and endure in an unforgiving economic climate.

Angela became the first-ever debutant campaigner to be elected to City of Sydney Council – and the first Greek-Australian to be elected to the City of Sydney. She was duly recognised by the European Council for this feat.

RESULTS

The slim timeframe in which to work made installing Angela as the new Mayor of Sydney virtually impossible, but through a media blitz we certainly shook up the establishment.

In the final week of betting, Angela’s odds of becoming Mayor came in from $27.00 to $2.20; Clover Moore’s odds lengthened from $1.02 to $1.35. The nearest competitors’ odds ranged from $19.00 to $51.00.

We secured coverage for Angela and Living Sydney across every medium nationally, but especially in Sydney, where it mattered most.

Angela became the first-ever debutant campaigner -and the first Greek-Australian- to be elected to City of Sydney Council. She was duly recognised by the European Council for this feat.