Positive Dialogue played an integral communication role by driving interest and awareness in the Awards through proactively creating conversation; and streamlining, managing and maximising the media relations element of the Loerie Awards campaign to a South African and Pan-African audience.


The Loerie Awards are one of South Africa’s most prestigious creative awards and serves to recognise, reward and foster creative excellence in brand communication. More than just one evening of celebration, the Loeries are a year-round focus on creative inspiration.





  • Position the Loeries as being the leading business and creative event on the South African calendar.

  • Support the Loeries by effectively managing the media relations element of the campaign that creates a sustainable communication platform.

  • Broaden awareness within the various media and marketing target audiences about Creative Week and amplify the creative and progressive work being done  across South Africa. 

  • Educate target audiences about the various initiatives undertaken to support and develop the creative industry, that translates into a desire to engage and participate.





  • Pre-publicity phase included media relations press release schedule comprised of announcements, proactive angles, spokesperson profiling opportunities and media accreditation process.

  • Creative Week and Awards evening included media accreditation and management for the duration of Creative Week, management and hosting of the Loeries press briefing and one-on-one interviews and management of all media partnerships.

  • Post-publicity phase included distribution of Loeries category winner announcements, motivation and facilitation of media interviews across print, broadcast and on-line.





PDC secured and managed a number of media partner sponsorships and co-ordinated pre, during and post coverage throughout the 10 month campaign, generating the following coverage results:

  • 736 pieces of print editorial coverage with a 1:1 PR value of R9 657 795m

  • 645 pieces of on-line coverage  with a 1:1 PR value of R36 028 104m

  • 159 radio & television interviews with a 1:1 PR value of R10 394 374

  • A combined campaign value of R56 080 273  

  • PDC managed a media accreditation process which saw up to 70 media attending the Awards evening as well as attending the workshops and seminar.



© 2019 Positive Dialogue Communications