The Astino: New Zealand's Newest Sheep Breed

Good yarns about wool are hard to come by these days.

Not so from the team at Lanaco - they envisage high value wool as a global healthcare product.

In announcing the Astino, I delivered a media relations campaign that resulted in widespread rural and mainstream news pickup.

Headlined by a Seven Sharp feature on high-country innovation and supported by national radio and press, the campaign illustrated what a high-value future for New Zealand Agriculture could look like. 


Predator Free 2050 Ltd - Science Research Strategy

In November 2017, Predator Free 2050 Ltd announced its vision for the decades of pest control research to come. 

The campaign signaled an exciting new phase for the organisation - shifting debate from the boardroom and lab into the public arena.

The media relations and content campaign needed to tell the science story in a way that everyday Kiwis could relate and engage with. Building a Predator Free New Zealand will require a bold new interpretation of the social license to operate and every Kiwi deserves their say.

The campaign was also responsible for framing the organisation's position in an international scientific debate.

Announcing the science strategy set the tone for a long road ahead, demonstrating the organisation's commitment to transparency from the outset.  





Microsoft Xbox - Halo 4 and Beyond

How do you launch the biggest videogame of the year? With the biggest videogame launch ever.

Covering nine months of activity, from international press trips to media partnerships and the largest consumer launch event in New Zealand to date,  the release of Halo 4  exceeded expectations. 

In later years, as an EMEA PR manager for Xbox, I was responsible for communications operations across 26 markets. 

My role ranged from managing press outreach at industry mega events to building content with social media and digital influencer partners and regional issue management.