SEEK Santa press office
SEEK
Find your story
This consumer PR campaign used earned media and media relations to put SEEK at the centre of seasonal hiring.
SEEK wanted a simple, newsworthy idea to cut through the Christmas noise and champion new creative for its ‘Why SEEK’ brand campaign.
We used SEEK data to show that demand for Santa and elf-related jobs peaks in September–October and that many Australians tend to also look for extra work around this time.
Earn it
We worked with SEEK and Scene to Believe to shape the story. Surveying over 1,000 Australians, we combined research and real-life examples of people who'd been shopping-centre Santas for decades to develop a national earned media campaign
As part of this campaign, we targeted metro and regional tier‑one publications, briefed and managed spokespeople for interviews and sourced real-life case studies. A media alert was issued, and the story was pitched widely to maximise SEEK’s share of voice.
Make it Stick
Secured over 110 pieces of coverage in national top-tier publications across leading TV, radio, online and print, as well as key media regional syndications.
Reached over 30 million people across Australia.
Secured 3x national TV broadcast inclusions in The Morning Show, 7 News, and 9 News.
Organised 5x media interviews for SEEK spokespeople and case studies.