The Challenge
Set to release a new unique breakfast offering for dogs, The Westin Brisbane teamed up with We Are Brooklyn to spread the word through a media and influencer relations campaign that would effectively reach the desired target market of dog-owners and influencers across the CBD.
The Approach
We Are Brooklyn worked with The Charles’ to dissect the chosen demographic, uncovering what their needs, wants, and pain points are, and how the new dog-friendly offering would impact them.
Under the angle of giving the “Chief Morale Officers” the right fuel to get through the working day, We Are Brooklyn combined statistics, professional imagery and all the delicious details of the menu to get the attention of the target market – corporate workers on their morning commute.
A photoshoot with local influencers starring their pets enjoying breakfast at The Charles’ championed our creative, which was then rolled out through a traditional media campaign to promote the gourmet dog menu, and give media a juicy new talking point to bring The Charles’ (and puppies) front and
centre.
The Impact
Pupfast stole hearts across digital AND broadcast media, with the majority of publications pitched to picking up the feel-good story. The story was featured in influential lifestyle publications such as Concrete Playground, The Weekend Edition, Must Do Brisbane, Urban List and The Courier-Mail. Our collaboration also caught the attention of Seven News with a Friday night segment featuring the Pupfast menu launch.
Showcasing a fine-dining menu for pups, this campaign has helped to build awareness for The Westin Brisbane, garnering positive organic sentiment on social media and positioning The Westin Brisbane’s lobby restaurant The Charles’ favourably in the eyes of the public to consider for their next brunch location.
About The Westin Brisbane
Boasting luxurious guest rooms, an idyllic wellness spa, and a swim-up pool bar holding the title as a Brisbane first, The Westin Brisbane stands as a metropolitan oasis in the heart of the CBD. Situated conveniently near Queen Street Mall, Eagle Street and major public transport hubs, The Westin Brisbane offers a five-star escape that caters perfectly to the work-leisure crowd. Here, quality service and indulgent amenities seamlessly come together to create a remarkable experience.
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