Launch the first Hyde brand outside of the US in Surfers Paradise, Gold Coast with a high profile party. Position the venue as the Gold Coast’s first lounge style destination known for exceptional service, large format drinks and the place to be seen by the sea.
Surfers Paradise is located an hour drive from the closest major city resulting in a restricted pool of local media and influencers to engage with.
The Solution/The Idea:
Staggered approach to announce sbe Entertainment and Accor partnership followed by the Hyde brand coming to Australia with an exclusive announcement with local papers The Courier Mail and The Gold Coast Bulletin.
Brokered partnership with instagram sensation, Pia Muehlenbeck as the Australian brand ambassador and host of the launch event. A former Gold Coast local with a love for the USA the brand alignment was strong providing access to a highly engaged audience across Instagram and her vlog in an organic way and encouraging the public to visit.
97 pieces of coverage across print, digital, tv and radio
105 million people reached in media coverage alone
182 top tier guests including interstate and local media, celebrities and influencers