Brief:

• Increase brand awareness and Hayman’s position as Australia’s number one resort destination.
• Increase visitation throughout the year.

Strategy:

• Devise and implement a strategic PR plan to ensure high and consistent media exposure.
• Enhance Hayman’s image as the ideal place to visit and showcase its offerings, including a series of island events for couples and families.
• Undertake traditional PR tactics including publicity and media relations, celebrity alignments, partnership marketing, promotions, media events and famils.

Results:

• Over $1.5 million in publicity value over a 12-month period (using AVE).
• Developed strong and long-term partnerships for the brand including relationships with GQ and Vogue magazines.
• Completed 10 successful media trips with media attending from leading newspapers and high circulation consumer magazines and travel publications.
• Achieved 100% positive sentiment in editorial coverage.
• Secured celebrity visits to Hayman, which generated positive press coverage outside of traditional travel publications.