For years a traditional auction house, Grays turned to ICON when the organisation wanted to promote the strength of its online capabilities.
In order to help raise the profile of Australia's largest general auction company and attract more users to its auction site "GraysOnline", ICON developed and rolled out a multi-phase media relations program concentrating on key seasonal retail periods such as Christmas, New Year and so on.
Clever news angles were crafted focusing on the great deals that were on offer online. The program involved delivering different news stories for a variety of media audiences based around the company's five core product category areas: IT, Consumer Electronics, Mobile Phones, Perfume and Wine.
The media relations program implemented by ICON was highly effective in generating extensive media results for "GraysOnline", including segments on national TV, radio and newspapers.
One TV segment, for instance, caused a major spike in web traffic with 7,000 new customer registrations in one hour!
Other significant media results included a regular weekly section in the Sydney Morning Herald, key publicity in leading lifestyle magazines and radio coverage on Sydney and Melbourne's NOVA, 2GB, 2WS and MIX 106.5 networks.