THE
BRIEF
Located in the heart of the CBD, the Accor-operated Pullman Melbourne on Swanston offers an authentic Melbourne experience from the moment guests set foot inside the designer lobby off a hidden laneway entrance.
The launch of Pullman Melbourne on Swanston followed a $30 million investment by owners Erdi Group to transform an existing landmark hotel, Swanston Grand Mercure into a five-star Pullman, unlike any Pullman Melbourne had ever seen.
They turned to Bastion Effect to devise and implement an integrated launch campaign comprising media relations, in-hotel activations, brand partnerships, influencer engagement and social media to build awareness of the new property among a style-conscious, ‘global nomad’ target audience.
THE
RESULT
In mid-November, Bastion Effect helped officially open the new Pullman Melbourne on Swanston via a gala event that also kicked off our media relations, social media and influencer campaigns.
VIPs, stakeholders and celebs flocked to the hotel, including Urban List, Traveller (SMH) and Goodfood – arranged as part of our media famil program, while we also secured an exclusive package on Nine News and convinced travel / mens fashion influencer Shaun Birely to stay for free, resulting in content he shared with his 111,000 followers.
We also secured former Western Bulldog-turned radio personality Bob Murphy who attended the launch along with tennis ace-turned commentator Sam Groth and wife Britt, and Hawkes star Jack Gunston and girlfriend Dani – which helped secure next-day coverage in The Herald Sun’s Confidential pages.
The campaign is well underway and media results are looking strong and promising, while the Pullman’s social channels are attracting steady follower growth that will increase as our strategic activations roll out.
Social Media
CAMPAIGN: BLUNDSTONE: HOW I ROAM
How do you find authenticity in the wild world of paid online influencers? Create a family.
THE
BRIEF
For nearly 150 years, Blundstone has been known as a tradie boot in Australia. Overseas though, it is considered a cult streetwear product and its lifestyle sales are booming. At home the brand needed to redefine itself.
To help create demand with fashion and lifestyle retailers and consumers, we needed to drive a new wave of currency for Blundstone. We know fashion trends start from those cultural tastemakers in the know and expand from their circles of influence.
THE
SOLUTION
We created a unique, ROI driven influencer program for Blundstone that aims to build social goodwill, authentic relationships and endorsements across fashion, music, arts, outdoors, food and surfing circles.
We did this by establishing the Blundstone Family, a group of influencers with authentic and genuine enthusiasm for the brand’s boots. Instead of a commercial relationship, we sent our family members on experiences that fit Blundstone’s positioning ‘Everywhere Life Takes Me’ where they’d capture content as they enjoyed life in their boots.
From collaborations to content to social posts and everything in between, the result has been phenomenal. Blundstone is now the boot of choice for every occasion.
“Bastion have helped find the right people to connect with us, the right partnerships and to do that they have had to understand us deeply as a business.” – Adam Blake, Blundstone Global Head of Brand, Design and Consumer Engagement.