INSIGHTS
How Medium Rare can help during COVID-19 recovery and beyond
Medium Rare is an agency built to tell stories. Our mission is to always know what stories people want to hear, how they want to hear them, how we can help you amplify them and how we can keep them coming back for more.
We help our clients with their owned media channels. Content is planned strategically with business objectives, customer insights, SEO and analytics in mind. Our content is always audience-driven. We don’t just plan for the content execution; we plan for the customer moment.
We also represent the media sales for some of Australia’s leading brands across print, web and social assets. Our audience network can help you reach and engage many difficult-to-reach segments and we invite you to get in touch to understand how our brands can help you reach your specific target audience. Read More
We also have our own branded content studio, Rare Creative, that uses insights and data to create premium editorial for high-value marketing campaigns, including both client owned channels and targeted third-party networks. Find out more
We’re proud to employ Australia’s best media talent. Our team of award-winning editors, writers, designers and strategists and , together with our expert freelance network work together, to bring a publishing lens to brand storytelling. Meet the team
Helping you create relevant content
You must be able to respond to the consumer problems and interests of the moment with useful and relevant content that also makes sense for your brand to share. Our team can help you identify the right issues, pivot quickly and deliver stories that drive action.
During the COVID-19 crisis, our heads of content have proactively helped our clients to address immediate customer concerns and respond to their needs in a nimble and creative fashion.
Coles
“Coles is a ‘content powerhouse’ and has been using content to answer its customers’ needs.,” says Julie Lee, Head of Content, Food and Homes. “SEO and purchase data showed us the need for practical recipes in the first four weeks of isolation and we have seen that evolve to the need for inspirational content that brings joy. It’s looking for developing new ideas it can that we can get to market quickly. For Coles, this is a series of videos with chefs cooking in their own homes (being run on Channel 7 and amplified on Coles YouTube).” Julie Lee, Head of Content, Food and Homes.
Read Julie’s article on how Australians are connecting through food.
Qantas
“We’ve worked closely with Qantas Loyalty to send 40,000 copies of the magazine to Chairman’s Lounge, Platinum One and select Platinum Frequent Flyers.,” says Kirsten Galliott, Head of Content, Travel and Luxur. “ This is a first for us – the magazine is being delivered into peoples’ homes, which is extraordinary. I think we just might be the only airline magazine in the world that is still publishing. We’ve also created an enhanced digital edition and Frequent Flyers are being directed to that content by emails from Qantas Loyalty. In fact, Qantas Loyalty will include messaging about our digital edition across some 10 million emails in May – and 20 million in June.” Kirsten Galliott, Head of Content, Travel and Luxury
Read Kirsten’s insights on how Australians are already dreaming of their next holiday
Helping you to reach and engage the right audiences
As media-sales representatives for some of Australia’s leading brands — and with an extensive range of print, web, social and data solutions, — our network can help you reach and engage the right audience in an environment relevant for today.
Reaching Australia’s affluent achievers directly
At a time when we’re all looking to secure the future success of our brands, Qantas magazine takes you straight into the home of 40,000 of Australia’s most valued QFFs (with the reach extended to the full 12.9 million Frequent Flyer database through a digital version of the magazine). Together with the highly respected business titles Company Director and Acuity we take you directly into the homes and workplaces of Australia’s leading and emerging businesspeople and the hard-to-reach C-suite audience.
Inspiring Australian families
Health, home and family matter to this audience – all aspects that are top of mind for consumers right now. Magazines such as Bunnings, Coles, Coles Health & Beauty and the newly launched Australian Seniors publication DARE, reach deep into the heart of Australian families, whether they’re seeking food ideas, planning a DIY, looking for a bit of self-care or actively seeking solutions for their health concerns. We know that family budgets are under pressure and our free magazines are the ideal medium to reach them directly at the point of purchase or in their own home.
Targeting travel audiences
We can’t travel yet, but we know we will again soon and the first opportunity for tourism will likely lie within our own states. Through Australia’s largest first-party database of 12.9 million Qantas Frequent Flyers, Red Planet, we’re able to accurately and directly target QFFs who’ve travelled in the past 24 months by state. We can target people who have shown a propensity to travel, digitally through display or social ads.
Download our COVID-19 guide for more great examples of business content during the crisis
If you’d like to talk about how we can work together contact:
Paulette Parisi – Head of Rare Creative