HYDE Paradiso – Australian Launch

About This Project


Accor Hotels and sbe Entertainment Group.

The Brief:

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, the place to be seen by the sea.

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 (1.1m followers) as 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 channel and vlog in an organic way.

The Challenge:

Surfers Paradise is located an hour drive from the closest major city resulting in the pool of media and influencers to engage with the venue being restricted.

The Results:

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