Dr Jane Goodall’s 2014 Australian Tour

A global icon of our time and once dubbed ‘the woman who redefined man’, Dr Jane Goodall has changed perceptions of primates, people and the connection between the two.

With a view to raising much needed funds for Primate conservation via the Jane Goodall Institute Australia, Dr Jane Goodall’s 2014 Australian tour needed to be her most successful to date.

Lead by Director Michelle Shepherd, a strategy was developed that would not only reach Dr Goodall’s existing followers but introduce her to a new audience as well, creating awareness of her work globally. Michelle executed the strategy and travelled with Dr Goodall during the three week tour to ensure PR objectives were maximised the tour was a pleasant and memorable experience for Dr Jane Goodall and the Jane Goodall Institute Australia.

Results Achieved

Circulation = 41,341,313

National and International reach through online, broadcast and print media

Key influencer strategy executed through Social Media

Facebook management resulting in an organic ‘Like’ increase of 1,846% over six months