Autex Industries

Vodafone Warriors acquisition

Autex
Porter Transformer

Brief

Provide communications support around the announcement of Autex Industries’ part in the highly-anticipated acquisition of national NRL team the Vodafone Warriors, in New Zealand and Australia.

Porter Transformer

Approach

With timeframes between briefing and a potential announcement being incredibly tight, we needed to act flexibly and quickly. We rapidly acquired an in-depth understanding of the business and its relationship with New Zealand rugby league, then provided external communications planning and media management.

Porter Transformer

Impact

  • More than 186 pieces of media coverage
  • News of the Warriors’ new owners reached the NZ population more than three times over (total reach of 17 million).
  • Coverage dominated headlines in national broadcast (TVNZ, Newshub, Maori Television, RNZ, Newstalk ZB, Radio Sport), national print (NZ Herald, Dominion Post), regional print and a mixture of online media outlets.
  • Autex and Robinson family history with rugby league was evident, with consistent references in media coverage.
  • Alignment with Porter Novelli in Australia ensured messaging consistency around the acquisition in another key NRL territory.
Autex

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