Cake Creations by Kate Melbourne CBD store launch
Cake Creations by Kate
Lines winding out the door for a delectable treat.
Goal— Create hype for the opening of the new Cake Creations by Kate QVB store in Melbourne.
Strategy: Getting traffic to the new sweet treat extraordinaire, Katelyn Matheson’s new store was the main goal for our activities - but it was Katelyn’s unique story, not the launch, that created the perfect angle and point of interest for media outlets.
Knowing we needed to target the city crowd including work commuters, students and retail workers we pitched a national PR campaign touching print, radio, TV, digital and influencer outreach. Starting with a single commercial outlet with a wide reach, we positioned Katelyne’s story in front of the right audience. And created interest that would see her story syndicated across the country to other outlets.
Results: Coverage in news.com.au along with syndication across suburban papers Australia-wide meant all we had to do was sit back and field interview enquiries. National prime time TV news coverage on channel nine news and nine news online, Sky News and The Daily Mail online just before the launch, along with a picture opportunity in The Herald Sun newspaper and commercial radio coverage as far as New Zealand, meant we created buzz for launch day.
Opening day resulted in long lines of keen cupcake enthusiasts ready to try the goods and stock selling out faster than shelves could be filled. A month later, a two-page article in That’s Life Magazine provided the perfect close for the campaign.
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Julia was fantastic, from the moment I met her, I felt super comfortable and safe. She helped guide me through a very busy media schedule, kept me calm and organised. I wouldn't have been able to get the opportunities I had, without her. I am so grateful for her guidance and support along the way.
Katelyn Matheson - Cake Creations By Kate
