OUR WORK

THE

BRIEF

The GPT Group’s The Corner brings together independent Newcastle food producers and boutique brands with the artists and musicians shaping the creative and cultural landscape of the city. The dynamic new precinct is the result of a $10 million investment and features a range of destination eateries, a revolving roster of local talent and an indoor-outdoor alfresco vibe. Bastion Effect was engaged by The GPT Group to help bring the precinct to life through earned and owned channels. 

THE

STRATEGY

The team rolled-out a strategic PR plan to secure coverage across local consumer, trade and news publications in the lead up to Christmas.

Seeing is believing and launching a space that is meant to vibe, takes some vibe, so we hosted a launch event for 75 media, influencers and other influential stakeholders.

This also involved securing a number of key stakeholders in the local catchment to assist with the promotion of the precinct – it’s called people power!

With the local mayor and MP in attendance at the launch event, as well as key local celebrities including local Masterchef contestant and Channel 9’s Travel Guides The Fren Family, the precinct launch made a mark in the community and earned its place as the hottest new dining and entertainment precinct in the Hunter region. 

THE

RESULT

How about these apples?

More than a dozen local media attended our Newcastle opening, their coverage reached more than 2.7 million eyeballs and we had over 75 media and influencers total at the event. That’s creating some major vibe, baby!

If you’re in Newcastle, we suggest you head on over to The Corner pronto!

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

The GPT Group’s The Corner brings together independent Newcastle food producers and boutique brands with the artists and musicians shaping the creative and cultural landscape of the city. The dynamic new precinct is the result of a $10 million investment and features a range of destination eateries, a revolving roster of local talent and an indoor-outdoor alfresco vibe. Bastion Effect was engaged by The GPT Group to help bring the precinct to life through earned and owned channels. 

THE

STRATEGY

The team rolled-out a strategic PR plan to secure coverage across local consumer, trade and news publications in the lead up to Christmas.

Seeing is believing and launching a space that is meant to vibe, takes some vibe, so we hosted a launch event for 75 media, influencers and other influential stakeholders.

This also involved securing a number of key stakeholders in the local catchment to assist with the promotion of the precinct – it’s called people power!

With the local mayor and MP in attendance at the launch event, as well as key local celebrities including local Masterchef contestant and Channel 9’s Travel Guides The Fren Family, the precinct launch made a mark in the community and earned its place as the hottest new dining and entertainment precinct in the Hunter region. 

THE

RESULT

How about these apples?

More than a dozen local media attended our Newcastle opening, their coverage reached more than 2.7 million eyeballs and we had over 75 media and influencers total at the event. That’s creating some major vibe, baby!

If you’re in Newcastle, we suggest you head on over to The Corner pronto!

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.