Retainer media program

The Brief

Brightly aimed to enhance its profile within the local government sector, positioning itself as a thought leader in infrastructure asset management. The strategy focused on leveraging PR, content creation, and stakeholder interviews to extract valuable insights and communicate Brightly’s expertise effectively.

The Challenge

• Competitive media landscape: trade media prioritising paid content over earned opportunities, making organic media placements more difficult.

• Stakeholder engagement: extracting meaningful insights from key industry figures while balancing spokesperson availability.

• Timeliness & relevance: ensuring media outreach was tied to the news cycle for maximum impact.

The Results

• Sustained share of voice: brightly secured consistent media coverage through client win announcements and industry commentary.

• Established thought leadership: positioned brightly as an expert in asset management through interviews and expert opinion pieces.

• Stronger local government engagement: deepened relationships with councils by tailoring messaging to their specific asset management challenges.