Client
The Australian Times is a former newspaper, now entirely online, that services Australian backpackers and workers in the UK – mostly in the 20s and 30s demographic.
Objective
Create content – sometimes meaty but use a casual style and humour where possible – for young Australians in the UK deciphering British systems and customers, reflecting on cultural similarities and differences and also interviewing expat voters for the 2010 Australian Federal Election.
Solution
The First Assignment was the election at Australia House – and being politically neutral and keeping a “finger on the pulse” as to what the mood was for Expats. There was no other press coverage for expat voters – and many prominent Australians were in attendance and several agreed to give comments including a former Senator and a best selling Author. A few comments were cross checked and verified for permission before publishing.
Laster general feature articles were required on a monthly basis on how to survive as a newcomer or even getting up a notch to local in the UK particularly London.
