Case Study 01
Leading International Cybersecurity Company
Annual Threat Intelligence Report Launch - National Media Campaign
How a Threat Intelligence report became a national Cybersecurity moment
CybersecurityCybersecurity / Enterprise Technology
55+
Unique media stories (2 weeks post-launch)
20M+
Estimated audience reach
20+
Syndicated articles with tier-1 regional and business papers
6
States with national and regional presence
The Challenge
- Year 19 of a recurring annual report
- Elevated risk of media fatigue in a crowded threat intelligence landscape.
- Limited Australia-specific data reduced local relevance and required creative localisation of global findings.
- Media leaning towards paid or Govt affiliated research
The Approach
- Secured a national newspaper exclusive to anchor the launch.
- Wired commentary through AAP for broad syndication.
- Repurposed core insights for niche verticals - SMBs, retail, government, corporate, and technical security audiences.
- Engaged independent academic voice for third-party validation, strengthening media trust and editorial appeal.
- Syndicated articles in regional and business press
Media Placements
The Australian
AFR
AAP
Daily Telegraph
Herald Sun
Courier Mail
RiskyBiz
Security Brief
Information Age
Insurance Biz
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Sector: Cybersecurity / Enterprise Technology