RFMedia was formed in 1981 and initially concentrated on film, television and hospitality/ tourism. Its start- up clients were The Australian Film Commission, New Zealand Film Commission, Jack Thompson and a film company called Adams Packer - with obvious owners.
Its principal, Rea Francis, was integral to the set up and success of the Australian film and television industry at international marketplaces Festival International du Film in Cannes, and the American Film Market in Los Angeles. Francis held the role of Director for Public Relations for the Australian Film Commission in its formative and critical years – selling Australian film to the world and ensuring government support at home.
A consultancy was an obvious progression for the gregarious publicist. Accounts quickly extended to tourism and cuisine. At one Cannes Film Festival, Francis wove a magnificent campaign between clients that dominated RFMedia’s early profile. Club Mediterranee’s sleek 200 metre cruise ship CLUB MED 1 sailed into Cannes Harbour as an international first. A gala event on board was co hosted by Le Club, the Hotel Carlton Intercontinental, and the American Film Marketing Association. The ship was moored 5 metres from the Hotel Carlton Wharf. Guests were promenaded aboard by a jazz band on the Carlton’s pier. Editorial coverage stretched worldwide.
That finely honed ability to marry product and media is the key to RFMedia’s respected profile.
The world stage of film, television, cuisine and travel has provided the company with invaluable contacts and canny market knowledge.
Club Mediterranee remained a client for many years, during which
time Francis became an expert in travel media across the Pacific,
South East Asia, Indian Ocean, Europe. and North America. Cruise
and ski media were constant partners, as were food and lifestyle
editors and producers.
Australian restaurateurs, aware of Francis’ networking skills, hired RFMedia to launch new venues and maintain client levels and editorial coverage. Michael McMahon’s Catalina, and the Hemmes’ Hotel CBD established a continual run of cuisine accounts, including hotels with signature restaurants (see project – cuisine on this website).
Francis was initially Canberra trained and assiduously maintains
her contacts there. Her last assignment there was as press secretary
to Dr Nugget Coombs when he chaired f the first Royal Commission
into Government Administration. She attributes her company’s success
to those educative years of liaison within parliament government
and relevant media categories across national and community levels.
And from the experience of working with Coombs, an Australian
national treasure.
RFMedia thrives on diversity. Given a product with promise, the company creates lively, intelligent campaigns.
Some examples :
- Profiling Andrew Lloyd Webber’s Really Useful Group subsidiary to promising investors across two major metropolitan cities
- International media representative for the first Papal Tour in Sydney
- A national event to highlight a major anniversary of the Sex Discrimination Act (Women achievers nation wide at a gala event in Sydney, then Prime Minister Paul Keating as guest of honour)
- Profiling New Zealand’s independent television producers leading up to a successful court case dubbed "Project Blue Sky"
- A term as media advisor to an independent Mayor of South Sydney Council
- Launching the Verona Cinema for Palace Pictures with Nicole Kidman as guest of honour
- Profiling TAFE Ryde’s Australian cuisine course VIP chef lecturers at a gala city function
- Promoting the City of Sydney promoted via an Asian cuisine campaign in Chinatown.
A born networker, Francis has for many years managed bi partisan round tables that bring together business, government, industry, publishing, the arts and media. Those tables run today – one exclusively for women and another known as the Bilson’s Club. Enthusiastic memberships are diverse and indicative of RFMedia’s spread in the business, media, arts, hospitality and tourism arenas. A welcomed mentoring element threads through the popular tables – guests are encouraged to bring youthful talent to each function.
