In March 2021 Seqirus announced the launch of its new cell-based seasonal influenza vaccine.
Palin Communications worked with Seqirus to convene the media briefing at which the announcement was made.
The media briefing provided TV news with easy access to expert talent, pharmacy spokespeople, Seqirus representatives, and case studies getting their flu shots in the lead up to winter. It also complemented the broader media outreach which triggered interviews for Seqirus spokespeople and medical specialists on breakfast TV, metropolitan radio and other outlets.
The media relations outreach generated dozens of stories on outlets like Sunrise, Seven TV news, The Daily Telegraph, The Australian, Medical Republic, 3AW and others.
In total there were more than 5 million opportunities to see or hear earned media messages.
In social media there were more than 20 related posts shared across Facebook, LinkedIn and Twitter on the launch day with nearly 3,000 total engagements.
Palin Communications was delighted that the strategy developed in partnership with Seqirus worked so well. The Channel 7 news reporter followed up directly to say how convenient it was for them to have all the talent and filming opportunities in one location.