Lest we forget: Harbour sunset tribute

Primary was engaged to help build momentum for the Australian Remembrance Foundation and support the relocation of its annual Anzac Day Commemoration Tribute event from Sydney Town Hall to the Sydney Opera House Forecourt, to be held on Anzac Day Eve. The shift in venue and timing required clear positioning and strong public visibility. 

With only a few days’ notice, Primary designed and delivered a high-impact media event to generate attention and legitimacy for the new format. Activities included:  

• Organised and managed a media launch at the Sydney Opera House featuring Sir Peter Cosgrove, entertainer Little Pattie, NSW RSL President Mick Bainbridge, a 101-year-old WWII veteran, and a descendant of a sailor killed in the 1942 Sydney Harbour attack 
• Coordinated media attendance, talent logistics and photography 
• Secured early coverage including a Daily Telegraph photo story and TV news features on Channels 7 and 9 
• Developed a broader media campaign anchored by the Daily Telegraph series ‘We’re For Anzac Day’ 
• Arranged interviews across major networks including Ben Fordham on 2GB, Craig Reucassel on ABC Mornings, Chris Kenny on SKY, and additional stories on Seven Network’s midday and 4pm news

The campaign successfully repositioned the event and broadened its audience reach. Media coverage helped establish the Opera House Forecourt event as a major commemorative occasion, expanding awareness and recognition of the Foundation’s work.