Dr. Adam Fraser
“The Third Space” Book Launch


  • As one of Australia’s leading educators and researchers in his field, Dr. Adam Fraser has devoted his life to human performance.


  • Dr. Fraser commissioned Agent99 to launch his new book The Third Space, which explores how people effectively transition between different roles and environments in life.

  • The goal was to use the book as a platform to lift Dr. Fraser’s profile, secure corporate consulting/speaking opportunities, and increase book sales.


  • Agent99 developed a two-pronged strategy focussing on profiling Dr. Adam Fraser and the book’s content in equal measure.


  • To generate profiling opportunities, Agent99 developed a range of topical angles that were relevant to Dr. Fraser’s expertise, securing numerous interview and contribution pieces as a result.


  • Agent99 set up meetings between Dr. Fraser and relevant top-tier media, to position him as their ‘go-to’ expert for all things human performance related.


  • Phase two focused on promoting the book through book reviews and media audience giveaways, raising people’s interest in the product, as well as generating word of mouth through competition winners.


  • Given the timing, Agent99 were able to position The Third Space as ‘the perfect Christmas gift’.


  • The four-month campaign generated significant results, both in positioning Dr. Fraser as an expert in his field, as well as driving awareness and sales of The Third Space.


  • Over 55 profiling pieces of earned media were secured in outlets including Channel 10’s Breakfast Show, Channel 7 The Morning Show, News.com.au, Australian Financial Review, and many more, collectively reaching 8+ million people.

  • Promoting The Third Space was also extremely successful, garnering book reviews and excerpts in media including Virgin Voyeur Magazine, Lifestyle YOU Channel (TV), Good  Health Magazine and ABC Radio.


  • At completion, the campaign secured 100+ pieces of earned media, and reached an audience of 14+ million. 

  • Book sales enjoyed a significant increase during the campaign period, and Dr. Fraser saw a rise in speaker opportunities as a result.

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