Case study

Citipower Powercor: Integrated communications support

CitiPower, Powercor and United Energy provide power to 66% of Victorian households. Their Corporate Affairs team recognised that much of their PR activity was of a reactive nature, given the issues-rich environment. They identified a need to optimise positive opportunities for media coverage of their operations and projects, to direct the narrative about the business, and assert themselves as leaders in the industry.


To reach these goals, Dentsu Creative Public Relations recognised a need to proactively draw attention to the positive, newsworthy milestones and developments across the networks. We provided immediate in-house support to activate on strong opportunities for publicity.

We now act as an extension of the organisation’s in-house media and government affairs specialists, working with various stakeholders across the brands to bring stories to life and secure high-profile media opportunities.

  • Arranged Minister media events end-to-end, amplified creative campaigns via PR, liaised with stakeholders to deliver seamless campaigns.
  • Secured a minimum of five proactive media stories every week and have played an active role in shaping the longer-term media strategy for all three networks.
  • Broadened the media coverage remit from regional and trade, to metro media and event lifestyle publications.