Your Neighbourhood Research
2017 Winner

Your Neighbourhood Research

Leader Community News

Blackburn, Australia

Category Consumer Research

Media associated with this campaign

Overview of this campaign

The following objectives were set for Leader's Council Research project:

  • Provide an engaging and insightful presentation that would open doors for our advertising sales force.
  • Generate new content ideas for editorial by uncovering what is most important to Melburnians.
  • Target key influencers (CEOs and Heads of Marketing/Communications) who are ultimately the decision maker in the company.
  • Educate stakeholders on what concerns our local communities and how Leader assists in keeping people informed.


Results for this campaign

The Council Roadshow achieved the following:

  • 33% uplift in advertising revenue across all Councils.
  • Successfully presented to 19 of the 23 Local Councils across Melbourne.
  • Councils now have a greater understanding of the role of local press and the strength of Leader Community News in the market.
  • We delivered an engaging presentation that included verbatim quotes and photos of locals.
  • We took Leader branded morning tea to each session to help build rapport.
  • Councils have requested follow up sessions and one-page overviews of their respective areas to share with staff.




To contact a company representative about this campaign, click here for the INMA Member Directory