We set out to restore Australian community pride with 1m beers' worth of favours.In recent times local Australian communities have been hit hard. Lack of funding has meant much needed community building projects have fallen by the wayside. Community pride was at a real low.Introducing The Tooheys New Crew, a team of skilled tradesman, led by sports legend and Australian household name Paul ‘The Chief’ Harragon. The Crew travel all over New South Wales, completing community building projects, free of charge.They have reached tens of thousands of Australians, completed scores of building projects, recruited thousands of volunteers, involved local businesses, and left a lasting legacy of unity and pride in Australia’s communities.

The platform gives the brand a more genuine connection with its consumers – something that the most recent brand review showed the audience craved.It also hit a rare, inspirational nerve. Quickly becoming the thing that brings Tooheys New consumers together around what matters most: mateship, community and their own inherent generosity. More than half of consumers who are aware of the Crew say it gives them a stronger bond with the brand and for those who get involved, the rate is much higher. Of those who have seen the Crew, ‘makes me feel more positive about the brand’ scores 70.4%. (source: TNS)PR elements from ambassador management through to community relations, sponsorship leveraging, partnership management, events and social media were incorporated throughout.

First we ask the public to nominate causes via the Tooheys New Facebook page or website. Then, the Crew foreman, well-known TV celebrity tradesman Paul Gillespie, short-lists nominations and reviews potential projects.

Once selected, we develop a committee responsible for drawing up construction-designs, managing the tradesmen and ensuring timely delivery. The committee includes an agency-representative who creates and implements the media strategy plus local-community members who help source suppliers and rally community support.The project is completed within 4 days and sees hundreds of community-members helping out. Paul Harragon (and some well known rugby player mates) are onsite, boosting morale and taking part in pub-visits to rally support.

Local press pre-publicises the events and journalists are invited to the ceremonies on completion of each project. Everyone is invited to the pub for a celebratory New afterwards.

Objective: Drive popularity, relevance and adoration of Tooheys New.Achieved: By doing 1m beers' worth of favours and retaining #1 beer status in New Soth Wales.

Tooheys share has increased from 33.9% in New South Wales 2009 to 34.4% in 2011.(Source: share results, Nielsen.)Objective: Drive a positive editorial.Achieved: 9m+ total PR media points of impact from local press, national press, CH9 and Fox Sports. (Source: Agency.)Objective: Deliver positive community-sentiment about Tooheys.Achieved: More than half of consumers who were aware of the Crew said it gave them a stronger bond with Tooheys New brand, and, for those who got involved, the rate was much higher. Of those who have seen the Crew, ‘makes me feel more positive about the brand’ scored 70.4%. (Source: TNS.)Objective: Restore community pride.Achieved: ”We’ve never in our history had the entire community in one place like this before.” Manager, Armidale PCYC.