We partner with Rundle Mall to build awareness, visitation and excitement around some of South Australia’s biggest retail moments – from Black Friday and Christmas through to the Mall’s 50th birthday celebrations. Across each campaign, we use integrated PR, influencer and paid activity to keep the destination front of mind.

 

For Black Friday, we positioned Rundle Mall as South Australia’s premier destination for deals, experiences and city shopping, combining broadcast-first PR, influencer gifting and targeted paid collaborations. A dedicated media call brought Channels 7, 9, 10 and ABC into the Mall, while real-time content and visual moments helped Rundle Mall dominate the conversation.

 

Christmas saw the strategy scale across the festive trading period, with multiple media moments, live TV and radio crosses, in-Mall activations and targeted influencer partnerships. We also secured a Channel 7 weather cross on midnight trade and coordinated a Boxing Day photoshoot with The Advertiser to maintain momentum through Boxing Day and into Summer Sales. Across Black Friday and Christmas alone, the campaigns generated a combined reach of more than 5.1 million people.

 

Alongside the seasonal campaigns, we supported Rundle Mall’s 50th birthday celebrations, generating coverage around the milestone events and securing local talent including Bec Morse, Cosi, The Hon Peter Malinauskas MP and the Lord Mayor of Adelaide. The year-long 50th campaign generated over 100 pieces of coverage reaching over 9.5 million people.

With a growing competitive tourism landscape, we helped Rydges Hotels & Resorts bring three revitalised properties back to market in Melbourne, North Sydney and Port Macquarie – positioning each as a distinctive travel experience while building excitement around their transformation.

 

We developed media and influencer strategies tailored to each property, from leveraging Rydges Melbourne’s proximity to the theatre district to showcasing North Sydney’s neww connection to the Metro and proximity to the city and Port Macquarie’s coastal appeal. We hosted immersive familiarisation experiences, bringing media and influencers behind the scenes to experience the hotels, destinations and refreshingly local hospitality firsthand.

 

For Melbourne, 27 media and influencers embarked on a 24-hour immersive tour, culminating in a gala dinner for 46 guests. In North Sydney, media experienced everything from Wattle Bar + Kitchen to IMAX and Taronga Zoo, while Port Macquarie hosted six media and three influencers to experience the waterfront property.

 

Across the three launches, we generated a combined potential reach of 39.61 million+, with coverage spanning Australia and New Zealand in leading travel titles including Escape, Explore and Nine News.