When does social media displace traditional media as the preferred marketing and communication medium? When you’re Australia Council for the Arts and you want to connect with diverse audiences across Australia to promote your grants program.

This was the challenge – and opportunity – facing Icon when we were appointed to manage the PR campaign for AusCo’s 2010/2011 ArtStart Grants for the Federal Government.

Thankfully creative types are huge social media users so our integrated campaign is working a treat (applications close early 2011). In fact it’s been so successful that applications are up more than 100% on last year and AusCo has had to put more staff on to handle the demand!

Art Starter