Double Edge PR Blog

Disney On Ice present Let's Celebrate! ON SALE TODAY

Mon, 26 Mar 2012 12:05:07 +1000

Long before the sun graced us with its presence two bright eyed members of the Double Edge team embarked on a mission to spread the good news to the top radio breakfast teams – Disney On Ice presents Let’s Celebrate was on sale TODAY! And to celebrate the radio stations got great goodie packs (see below), and Sydneysiders are invited to attend a FREE ice skating session at Macquarie Ice Rink.

So we set off at 5am this morning armed with our media packs and dressed up in our Minnie Mouse ears and polka dot dressed spreading the exciting news that Disney On Ice tickets were now on sale. Stations visited included Nova, 2GB, 2Day, Triple M, Mix 106.5 and WSFM.

The FREE ice skating session will take place at Macquarie Ice Rink THIS SUNDAY, April 1st, from 4.30pm – 6pm.

Disney On Ice presents Let’s Celebrate! will be touring the country from the 14th June to 22nd July. Visit www.disneyonice.com.au for all the touring locations, dates and ticket prices.

IsoWhey's Special Morning Wellness Retreat

Wed, 29 Feb 2012 16:17:51 +1000

Today we organised a Special Morning Wellness Retreat for Australia's leading weight loss brand, IsoWhey at Sydney's Andrew Boy Charlton. Check out Tanya Poljak's post from her blog, Every Girl's Answer to see more about this decadent media pamper session on Sydney harbour!

http://www.everygirlsanswer.com/2012/02/isowhey-event-at-andrew-boy-charlton.html

Double Edge meets the star of Million Dollar Decorators!

Fri, 10 Feb 2012 12:17:34 +1000

One of our favourite clients, the Australian International Furniture Fair (AIFF) showcased some wonderfully talented speakers at this year’s International Seminar Series. One of our favourite’s was Hollywood’s most sought after interior designer, Martyn Lawrence-Bullard from the Foxtel series Million Dollar Decorators! Martyn, whose clientele includes Sir Elton John and Cher (WOW!) hosted two seminars and participated in a special panel discussion.

Double Edge worked with the star of the reality TV star (who was so lovely and not the diva you might imagine him to be) to achieve great publicity for AIFF on the Rosso & Claire, Mix FM breakfast radio show and Seven’s The Morning Show. Martyn shared some valuable designer tips on creating glamour without the price tag (accessorising with cushions, rugs etc), and stressed the importance of personality over “matching” in interiors. Double Edge can’t wait to schuzz up our houses using Martyn’s fab tips!

Martyn Lawrence-Bullard with Rosso & Claire

Mickey Mouse visits Sydney Children's Hospital

Thu, 12 Jan 2012 15:42:33 +1000

Mickey Mouse touched down in Sydney yesterday for Disney Live! Mickey’s Music Festival which is playing from January 12 – 15 at the Sydney Entertainment Centre.

To celebrate Mickey’s arrival, Double Edge PR organised a very special visit to The Sydney Children’s Hospital, Randwick. We felt extremely privileged to accompany Mickey in his very cool ‘Rock the Mouse’ get-up, as he brought lots of joy to patients, their families and the hospital’s lovely nurses. It truly was a magical Disney day!

Mickey Mouse and a little friend

Mickey Mouse and the Sydney Children's Hospital nurses

A Message From Juno

Thu, 17 Nov 2011 0:00:00 +1000

My name is Juno Te’o and I am a Year 10 student currently attending a school in North Sydney. From the 14th to the 16th November, I worked at Double Edge PR as part of my school Work Experience program. The aim of the Work Experience program is to give high school students like myself a taste of what the work force had to offer and what it entailed. This way, we can prepare ourselves fully for the rest of our secondary/tertiary studies and our further career pursuits.

Prior to my Work Experience, I had no idea what a Public Relations company did. Actually, I lie. I had no idea what Public Relations actually was. So when I arrived at 15 Chuter St bright and early at 9 am, I had no idea what to expect. When I walked through the front door, I was met by the owners Simone and Michelle Larmer (one of whom I babysit for) who introduced me to the four person team; Lauren, Sarah, Nelia and Vanessa. For the three days I was there, it was mainly Lauren who supervised me by finding me work to do and giving me general advice on the workings of the office e.g. how to work the scanner, how to mail things off and how to address people on the phone.

During my stay here there was no shortage of work for me to do. I did a bit of everything, from brainstorming to administration to research. Some of my responsibilities included mailing the Nighwave Sleep Product to Vogue Australia, scanning and clipping editorials for clients, brainstorming ideas for Welcome Packs and researching exhibitionists at the AIFF. Although it was interesting performing these jobs, there was a lot I had to do. I was grateful once yoga came around on Wednesday, which gave us all time to relax.

My experience at Double Edge PR has not only enriched my understanding of Public Relations, I also learnt many things about what it means to be a part of the work force. Some of the clients that Double Edge PR is currently working with include Nightwave (a light designed to help people fall asleep), DisneyLive! (a performance featuring Disney characters) and AIFF (showing at The Sydney Exhibition Centre from the 1st-3rd of February). The jobs that the team had to do varied from client to client. For Nightwave, Sarah, Nelia and Michelle looking for case studies, Vanessa monitored the King Furniture Facebook competition and Lauren obtained images of AIFF furniture for promotion. It was through observing members of staff and completing the tasks given to me that I learnt not only about the inner workings of a PR firm, but the importance of cooperation, focus and dedication that is needed when working with clients such as the ones listed above.

Overall, my experience here at Double Edge PR was interesting and enjoyable. The staff was incredibly nice to me throughout my stay and taught me that working in Public Relations can be a very fulfilling job (so much so that I may consider pursuing it as a career path)!

Double Edge PR goes sober this October!

Tue, 06 Sep 2011 15:03:48 +1000

Double Edge PR are ecstatic to be working as the publicists for Ocsober 2011. Ocsober is a fundraising initiative that encourages Australians to give up alcohol for the month of October and raise funds for Life Education to continue undertaking its health and drug education programs in schools with their popular giraffe, Healthy Harold. (Remember Healthy Harold from school?!)

The campaign is super exciting with national Ocsober ambassadors including Australian cricket captain, Michael Clarke, celebrity trainer, Michelle Bridges and popular TV personality, Natalie Gruzlewski. We also have a raft of other great ambassadors supporting the campaign.

Life Education is a not for profit and this year’s goal is to raise $750,000 and we’d love your support in sponsoring us as we cut out alcohol this October to raise money for this great cause!

To sponsor us follow this link http://www.everydayhero.com.au/double_edge_pr or alternatively if you’d like to participate in Ocsober, you can sign up individually or as a team here www.ocsober.com.au

We hope we’ve inspired you to get on board an support Ocsober!

The Double Edge Team

Furniture Fashion & Fun! Furnitex 2011

Fri, 05 Aug 2011 16:43:32 +1000

Double Edge design aficionados, Simone and Sarah, were in Melbourne last week to oversee the PR for Furnitex and Decoration + Design. The 2 co-located fairs, held at Melbourne’s massive Exhibition Centre from 21-24 July 2011, were a hotbed of the latest furniture collections from over 500 Australian and international exhibitors.

Here are some snippets of Simone and Sarah’s Melbourne Adventure:

Wednesday 20th July

Kicked off PR activity with a bang! Held a very smooth, intimate cocktail event with Lee Broom, one of the UK’s hottest bar and restaurant designers, who spoke about the growing small-bar trend, his work with Vivienne Westwood and his ambition to design a pop-concert. The Silk Road on Collins Street was the perfect venue for this glamorous soiree.

Thursday 21 July

Fair opening day. 11am was the much anticipated announcement of the VIVID – Vibrant Visions in Design – award for Australia’s next wave of furniture designers. The winners always take us by surprise – but then all the designs are so good it’s impossible to choose. The Student, Concept, Commercial and Green Awards were all scooped by Victorians!

Next stop: VIP Media Luncheon. Hosted an A-list group of home, interiors and design media along with the fair’s four international guests. Lee Broom, Abigail Ahern, Erica Wakerly and Milou Ket. In between courses our international guests chatted with media, covering everything from forthcoming trends to wallpaper’s comeback.

The day winds down with a cocktail party where exhibitor awards are announced. Everyone let their hair down and Sarah wishes she wore flat shoes.

Friday 22 July

Today we oversee interview requests and have the opportunity to take in some of the expert seminars. We are now inspired to design lighting, try our hand at wallpaper and inject some high voltage colour into our homes. Watch this space!

Saturday 23rd July

Sleep in.

Furnitex 2011

Networx: What Media Want!

Fri, 22 Jul 2011 16:44:31 +1000

This month’s Networx event What Media Want, held on Tuesday 19 of July at The Shelbourne Hotel, looked at the key elements to winning media pitches. The sold out event was a huge success with over 100 PR practitioners enjoying an informative, media savy evening, with plenty of networking opportunities and expert advice for dealing with the media’s toughest gatekeepers. We invited four media guests to share their likes and dislikes, and offered advice and insights into how PR people can be more effective in media relations.

The four media experts included: Sun-Herald Chief of Staff, Melissa Singer, Kyle & Jackie O Show producer, Bruno Bouchet, Cosmopolitan magazine Fashion Director, Nicole Adolphe and author of Dealing With Grumpy Editors, Dan Kaufman.

Nicole Adophe, Dan Kauffman, Melissa Singer & Bruno Bouchet

Bruno Bouchet, shared tips on what it takes to get coverage on Australia's most popular breakfast radio show, the Kyle and Jackie O Show! Bruno recommends pitching controversial stories, being quirky in your pitching and said, “radio drops are a distraction, don’t do them!”

Nicole Adolphe, from Cosmopolitan magazine explained what she looked for in product pitches and shared her thoughts on what makes an impressive launch event. Nicole said, “events make you remember a brand! Have the product there, introduce your spokesperson and be sure to keep speeches at your event short!”

Dan Kauffman, who is the author of Dealing With Grumpy Editors has seen every mistake a PR can make. He outlined what does and doesn't work when it comes to getting clients into the media. Dan doesn’t recommend using PDF’s to send media releases. “Word documents are better as they are easier to find when searching for a filed press release.” He also said good subject lines are important and cautioned against burying your lead in the bottom of your media release. For those of you a who liked what they heard, you can purchase Dan’s book here http://mediasurvival.com/

Last but not least, Melissa Singer revealed what makes a good news story in the Sun-Herald and how to get a Chief of Staff on your side. Melissa also said “the subject line is so important, you must grab their attention here!”

We hope all of you PR people out there, are putting your newly discovered PR survival tips to good practice! Stay tuned to @networxsydney to find out about our next Networx event.

Networx Guests

Celebrity families mingle with Mickey & Minnie Mouse!

Thu, 21 Jul 2011 12:06:52 +1000

Sydney’s celebrity families experienced the happiest place on earth at Wednesday’s premiere of Disney On Ice presents Worlds Of Fantasy at Acer Arena. The A-list parents and little A-listers were entertained by Disney’s much-loved characters including the popular Lightning McQueen, Mater and the crew of Disney/Pixar’s Cars, The Little Mermaid, The Lion King and Disney’s Tinker Bell.

After the ice-spectacular, fashion, entertainment and sports stars and their families attended a VIP Tea Party where they met the show’s most popular characters, Mickey and Minnie Mouse.

Among the celebrity guests were:

Miranda Otto, Sunrise’s Melissa Doyle and David Koch, Celebrity Vet Katrina Warren, Natarsha Belling, Penne Dennison, Rozz Switzer, Mia Freedman, Saturday Disney’s Nathan Morgan and Candice Dixon, and footballers Petero Civoniceva, Paul Gallen and Andrew Ryan.

The Daily Telegraph - Confidential

King and Belle's Masterclass to Remember

Tue, 19 Jul 2011 11:43:24 +1000

Double Edge is over the moon to be working with our new client, King Furniture - and we’ve wasted no time getting down to PR business! Our first project was to coordinate a Masterclass: When Flexibility Meets Design with Belle magazine to launch King’s new showroom at the Supa Centa Moore Park.

Over six weeks Double Edge, Belle and King worked together to bring King’s showroom to life for last Thursday’s Masterclass, with more than 160 people attending the two hour event. The presentation delivered some great insights into design and styling trends and gave King the opportunity to showcase its latest furniture designs and newest showroom.

The Masterclass kicked-off with a presentation by Belle Editor-in-Chief, Neale Whitaker, who revealed the key trends from this year’s Milan Furniture Fair, which is the design world’s most influential and directional fair.

David Hicks and Greg Natale, two interior design heavyweights also shared the industry’s latest design tips for creating beautifully styled interiors.

The night was a big success and the team at Double Edge left inspired to apply these fashionable home styling trends in our own homes!

A slide from Neale Whitaker's presentation of the Milan Furniture Fair

Vanessa & Neale drawing the winner of a King sofa!

Vanessa & Nelia from Double Edge on registration