SYD Lifestyle Brand Launch

About This Project

The Brief:

Launch the new SYD Lifestyle Brand to local and international media through traditional media strategies and digital campaigns. The new brand was to encapsulate That Sydney Feeling through the elevated everyday essentials range. SBCo were given complete freedom to create the vision and aesthetic of the brands launch campaign that was to be rolled out across three terminals, media and digital platforms.

The Challenge:

The brand was created by Sydney Airport however it had to be portrayed as a standalone brand with product only available to a specific demographic of travelers passing through Sydney Airport over a three month period. Due to the brand being entirely new there were significant delays in product production and arrival.

The Solution/The Idea:

Exclusively announce with a half page feature in The Daily Telegraph’s Sydney Confidential section, we then rolled out the announcement phase across travel, lifestyle and fashion titles.

SBCo brokered a heavily reduced rate to partner with Sydney based influencer Nadia Fairfax to launch the brand via social media the day before The Daily Telegraph story. In line with this, 100 gift bags were sent out to key media and influencers who are aligned with Sydney and travel.

The Results:

12 pieces of coverage across print and digital media

30 pieces of social media

100 top tier local media, celebrities and influencers received the product range

On track to sell collection out ahead of scheduled end date