Media Campaign to Launch AI-Controlled Mining Robots

THE BRIEF

WesTrac is one of the largest authorised Caterpillar equipment dealers in the world, providing Australian mining and construction companies with support for more than 25 years. Over that time, WesTrac has evolved how it operates to now using artificial intelligence-controlled robots in its parts warehouse in Tomago, New South Wales.

With the media hype about AI dominating the news cycle, and 2023 marking the third celebration of AI Appreciation Day in Australia, SPOKE proactively identified the opportunity to insert WesTrac into the media narrative. 

PROJECT DETAILS

CLIENT

WesTrac

INDUSTRY

Mining

PROJECT TYPE

Media

PROJECT DATE

2023

OUR APPROACH

SPOKE created, developed, and pitched an opportunity for trade, business and national journalists to visit WesTrac’s Tomago, NSW warehouse, to coincide with AI Appreciation Day.

This involved drafting a media release connecting the day of significance with WesTrac’s AI operations, as well as organising on-the-ground talent and vision. 

To generate interest in WesTrac’s innovative approach to AI, it was vital for SPOKE to engage with interested media outlets and journalists to deliver materials they needed to cover the story. This included providing video, photographs, audio, and a media release to journalists who could not attend the media opportunity.

THE RESULTS

  • Secured extensive media coverage across television, radio, newspaper, and online
  • Reached a total audience of more than 102 million
  • Reinforced WesTrac as a leader in incorporating advanced technology and artificial intelligence into operations
  • Developed rapport with key media contacts in a primary location for WesTrac
  • Delivered assets and news clippings to WesTrac for social media, which resulted in increased engagement on LinkedIn including 698 likes and 18 reposts

GALLERY