Work Public Relations & Communications


Reflecting Icon's integrated approach, the team includes creatives, digital strategists, social media managers, web developers and brand journalists. They are backed by award-winning PR consultants with deep expertise in government, consumer, and corporate communications. We understand the challenges of communicating in an increasingly cluttered, complex media landscape. We pride ourselves on our ability to drive conversations around brand by tapping the power of earned, owned, shared and bought media.

Choice Hotels Asia-Pac

Choice Hotels Asia-Pac's 'Need-a-Break'  Campaign

In June 2017, Icon developed and executed a tailored media engagement plan to promote Choice Hotels Asia-Pac's 'NeedaBreak' campaign, which aimed to position the brand as the leading authority on short breaks. In addition to developing tailored press releases capturing key findings from the NeedaBreak report, Icon supplied consumer case studies to supplement the media outreach by providing journalists with real insights from various target demographics – i.e. stressed out parents and overworked working millennials – who are in dire need of a short break. Icon generated more than 26 coverage pieces across key mainstream and trade press, including the Sydney Morning Herald, Travel Weekly and Mumbrella, which have reached more than 11 million Australians nationwide since the campaign launch.

Kinetic Super

Icon has been providing Kinetic Super with a wide range of services across PR, crisis & issues management, graphic design, digital design and digital marketing strategy since mid-2014. Our work spans the ongoing management of Kinetic’s Adwords, SEO and SEM campaigns, day-to-day press office support, thought leadership development and implementation, as well as strategic consultancy regarding the fund’s merger with Sunsuper.

Icon is a PR agency for digital era organisations. Multi-channel and multi-skilled, we're driven by a passion for original thinking that breaks new ground.

Choice Hotels Asia-Pac – TravelGrammer Campaign

Icon crafted the concept of a TravelGrammer campaign for Choice Hotels Asia-Pac to raise awareness of the brand amongst online audiences and social media influencers. The campaign was a social media sensation and the biggest Instagram campaign in Australia’s tourism industry in 2016. 21 TravelGrammers were selected from almost 1,000 submissions to document the true essence of the Choice Hotels brand, resulting in a 255% increase in online brand awareness and engagement.

Deakin Co.

Icon has been an instrumental PR agency partner to DeakinCo., a workforce capability development provider owned by Deakin University, since 2015. In additional to developing content (newsletters, blog articles and social media posts) for its owned channels, Icon has successfully secured coverage for DeakinCo. in tier-one national, metro and trade press for a number of key announcements over the years. These included the May 2017 launch of Deloitte Access Economics report, Soft Skills for Business Success, that DeakinCo. commissioned, which has generated 30 coverage pieces across key media outlets, such as The Australian, ABC Radio National, Daily Telegraph and Human Resources Magazine. The coverage results further reinforced DeakinCo.’s position as a thought leader in the workforce development, particularly in regards to micro-credentialing.

Satterley – Adopt a Dog Day

Icon was assigned by Satterley Property Group, Australia’s largest independent property group, to promote the family-friendly appeal of its residential property development in Arcadia through a low-budget community event. Icon partnered with Pets Haven, a volunteer-based, not-for-profit organisation, to organise an ‘Adopt a Dog Day’ for the local community to enjoy. Icon generated positive pre and post-event publicity for Satterley with coverage in the Herald Sun, Pakenham Gazette and Berwick Leader. The event was a success with nearly 300 people attending and 20 puppies and 10 dogs being adopted. 


To raise awareness of EquiFest 2017, Australia’s biggest equestrian festival held in Hawkesbury, as well as drive media engagement, build anticipation and ultimately, boost ticket sales and attendance, Icon developed a PR plan to secure national coverage in the lead up to the event. This included live interviews on Sky News Business and Channel 9’s Weekend Today, which helped drum up excitement among audiences who may not have previously considered attending an equestrian event in addition to die-hard equestrian enthusiasts. As well as the broadcast coverage, Icon generated online and print articles in local and trade press, including Hawkesbury Gazette and Equestrian Australia, which reached more than 7 million Australians nationwide.  


With the rise in competition from Uber for the lucrative airport travel market, SkyBus engages Icon to provide a robust strategic communications plan of ‘always-on’ route announcements, brand positioning, creative advertising, media relations, issues management and ministerial lobbying to ensure that SkyBus is seen as Melbourne’s iconic must-have service.

Tommee Tippee

In order to position Tommee Tippee as the favourable baby products brand, Icon manages the engagement of no-nonsense mummy bloggers and social media influencers to promote the brand’s #ParentOn philosophy, which calls upon parents to share their not-so-fairy tale parenting moments. The content created and posted by these influencers has generated positive engagement from their followers (479,000 in the first three months) and ultimately, helped position Tommee Tippee as the authentic brand of choice amongst expectant and new mothers in Australia.


In late 2016, Icon was tasked with driving brand awareness and publicity for the launch of ZTE’s new flagship device, the AXON 7, in Australia. Recognising the power of social media influencers for brand recognition and preference, Icon engaged a mix of fashion, lifestyle and travel influencers across Sydney and Melbourne to co-create Instagram content promoting the AXON 7 and further amplified the content through boosted posts on ZTE’s social media channels. This was supplemented by content Icon curated from ZTE’s sponsorships with Carlton Football Club (AFL) and Manly Warringah Sea Eagles (NRL). Icon has significantly grown the brand’s fan base with an average 59% increase in the number of social media followers since January 2017.