icetana Media Campaign: Global Deal with SoftBank Robotics

Coverage in The Australian, SmartCompany and ABC Radio.

Better visibility. Global recognition. Investor confidence.

Overview

When Perth-based AI company icetana announced a A$3.6 million partnership with Japan’s SoftBank Robotics, the goal was clear: position the company as a world-class Australian innovator in AI video analytics, entering one of the most advanced technology markets in the world.

Stitch Communications was engaged to craft and deliver a targeted media campaign that would cut through a competitive national news cycle and secure meaningful coverage in both business and technology media.

Challenge

The announcement coincided with a particularly crowded national and international news day, risking the story being lost among larger headlines. icetana needed to explain complex technology in clear, accessible terms for journalists, while also appealing to investors, industry, and government audiences.

Approach

We developed and distributed a strategic media release that framed the SoftBank deal as both a commercial and technological milestone.

Key actions included:

Crafting a clear, newsworthy announcement focused on innovation and global expansion.
Coordinating targeted outreach to 83 journalists, achieving a 37% open rate and strong engagement from major outlets.
Conducting direct follow-ups via LinkedIn and established networks, securing two interviews and ongoing media relationships.
Using analytics and monitoring to track syndication, reach, and coverage value.

Results

The campaign achieved broad, high-quality coverage across national, regional, and international outlets.

Highlights:

181 media clips recorded across print, digital, and broadcast.
ASR value: ~$4.8 million.
Audience reach: ~30,000 (excluding paywalled outlets).
Share price surge: up to 169% following coverage.
Featured in Google’s Top Stories carousel and syndicated to MSN, MarketScreener, and PR Times Japan.
Coverage highlights included The Australian, SmartCompany, InnovationAus, Defence Connect, Business News WA, ABC Perth Breakfast, and 6iX Radio.

Impact

The campaign elevated icetana’s visibility within the Australian and global tech community, repositioning the brand as a credible global player in AI-driven security and robotics. It strengthened investor confidence, improved future media relationships, and established a foundation for ongoing communications success.