Jameson IF Awards 2011

Our third year working on the IF Awards, 6dc were again commissioned in 2011 to provide and manage strategic and creative public relations and promotions program for the 13^th Annual Jameson IF Awards.

The core brief was to increase coverage, improve the image and have the naming rights partner credited as often as possible. In 2011, we were able to announce the naming rights sponsor in June, allowing us to generate a 400% increase on naming rights credits on the previous year, with 44.7% crediting Jameson. 6dc also continued to drive voting for eligible films and television awards by creating regular media messages to keep journalists engaged with the brand throughout the year and driving interest in screenings such as Snowtown with sponsor Event Cinemas.  These relationships also ensured the event on the 16th November received more coverage than past years amidst a busy calendar of competing media opportunities on the night.

6dc achieved significant growth in media coverage with a further $2.4 million increase on the previous year to give a total PR value for the Jameson IF Awards Sydney of $13.5 million in 2011.