OUR WORK

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.

THE

BRIEF

Bastion Effect was tasked with planning and executing an integrated public relations campaign to launch DARWIN Home Wellness Intelligence to the Australian market on behalf of global wellness real estate pioneers, Delos. Our challenge was to bring the healthy home movement to Australian shores and launch DARWIN as a world-first wellness solution in the residential sector.

THE

SOLUTION

Bastion Effect developed a three-pillared strategy incorporating media relations, stakeholder and industry engagement, and brand ambassador activation to launch DARWIN with a bang.

We kicked-off the campaign with an exclusive media famil to the US, to immerse a core group of journalists in the DARWIN story and educate them on this new category in property. Our trip included  stops at Delos HQ in New York; the Mayo Clinic in Minnesota (a research partner); and LA to inspect mansions under construction featuring the DARWIN product. 

Back home in Australia, we coordinated an official launch event attended by industry stakeholders and featuring a guest speaker from the Green Building Council of Australia, along with product demonstrations enabling guests to ‘touch and feel’ the technology and smarts behind the DARWIN product. 

Also in the launch week, we delivered an ‘open home’ event – a community day full of wellness activations to showcase the DARWIN product in situ at a fully fitted-out display home in order to drive sales. This was the first time the buying public had the opportunity to learn about and experience a true ‘healthy home’. Our brand ambassador, Shaynna Blaze, was on-hand to provide healthy living and wellness design advice to our enthralled audience.

Tier one media coverage was timed to drop in launch week, with a focus on business, property and real estate sections to underpin the importance of ‘wellness real estate’ and more specifically, the healthy home movement. Further, an exclusive media walk-through of the first DARWIN home – attended by our brand ambassador, News Corp journalists and Nine News – was a key moment to capture content and localise the story. 

Today, Delos is a key part of the Bastion family, with one of our staff members seconded into the Australian Delos team to drive marketing. Meanwhile, the rest of our team Delos continue to foster the strong bonds forged with media, cement the right partnerships to drive brand awareness, activate sponsorships and foster industry support.

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.

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.

THE

BRIEF

Bastion Effect was tasked with planning and executing an integrated public relations campaign to launch DARWIN Home Wellness Intelligence to the Australian market on behalf of global wellness real estate pioneers, Delos. Our challenge was to bring the healthy home movement to Australian shores and launch DARWIN as a world-first wellness solution in the residential sector.

THE

SOLUTION

Bastion Effect developed a three-pillared strategy incorporating media relations, stakeholder and industry engagement, and brand ambassador activation to launch DARWIN with a bang.

We kicked-off the campaign with an exclusive media famil to the US, to immerse a core group of journalists in the DARWIN story and educate them on this new category in property. Our trip included  stops at Delos HQ in New York; the Mayo Clinic in Minnesota (a research partner); and LA to inspect mansions under construction featuring the DARWIN product. 

Back home in Australia, we coordinated an official launch event attended by industry stakeholders and featuring a guest speaker from the Green Building Council of Australia, along with product demonstrations enabling guests to ‘touch and feel’ the technology and smarts behind the DARWIN product. 

Also in the launch week, we delivered an ‘open home’ event – a community day full of wellness activations to showcase the DARWIN product in situ at a fully fitted-out display home in order to drive sales. This was the first time the buying public had the opportunity to learn about and experience a true ‘healthy home’. Our brand ambassador, Shaynna Blaze, was on-hand to provide healthy living and wellness design advice to our enthralled audience.

Tier one media coverage was timed to drop in launch week, with a focus on business, property and real estate sections to underpin the importance of ‘wellness real estate’ and more specifically, the healthy home movement. Further, an exclusive media walk-through of the first DARWIN home – attended by our brand ambassador, News Corp journalists and Nine News – was a key moment to capture content and localise the story. 

Today, Delos is a key part of the Bastion family, with one of our staff members seconded into the Australian Delos team to drive marketing. Meanwhile, the rest of our team Delos continue to foster the strong bonds forged with media, cement the right partnerships to drive brand awareness, activate sponsorships and foster industry support.

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.