Having flown more than 140 million passengers on more than one million flights, Jetstar celebrated its 10th birthday during May.  Undertow Media was there to ensure a smooth taxi as the celebrations took off!

The month-long festivities saw our favourite national airline carrier launch an app to make recreating your old travel photos easy, play one of the world’s biggest games of Pass the Parcel, paint an A320 bright orange as well as host a 10th birthday party in the airline’s aircraft hangar in Tullamarine, Melbourne.

Undertow Media managed all guest logistics at the party and engaged some of Australia’s best known Instagrammers who published their very own re-creation pics.  Media were also treated to a commemorative photo album with printed snaps from their personal travel adventures, all ensuring a steady jet-stream of press coverage on the decade achievement.  


Tower Melbourne, Wrap Residences and The Shrine – they’re not only the biggest and most high profile construction projects in Melbourne this year, but also the handiwork of tier one construction contractor Probuild.

A national force in the construction industry for over 27 years, Probuild has built a reputation for excellence and this year embarked on a new era by bringing Undertow Media into the fold to put media onto this quiet giant’s $3 billion pipeline of work.

“Probuild has a unique proposition in the market. We like to think we’re like a jet ski, while our competitors are like ocean liners. We’re nimble and able to change as our clients need us to,” said Group General Manager Simon Gray.

Tasked with telling the Probuild story and reaffirming the company’s position as Victoria’s number one construction company in the minds of key stakeholders, Undertow Media has successfully secured large profile pieces for Probuild group managing director, Simon Gray in The Australian Financial Review and The Australian.

With a number of high profile projects scheduled to commence across Victoria, New South Wales, Queensland and Western Australia over the coming months, it promises to be an action packed final six months of the year.


Local gourmet cookie company, Charlie’s Cookies, has been tempting tastebuds of Australians for more than ten years.

‘Life’s short – eat the cookie!’ is a philosophy that our team was quick to embrace, as Charlie’s Cookies engaged Undertow Media to manage a strategic communications plan to help take the company to new heights via business profiling and promotion of its new range of award-winning, Mini Melting Moments.

Delightfully petite and delectable (take it from us!) and available in seven to die for flavours, Charlie’s Cookies co-owner and confessed sweet-tooth, Jacky Magid, is proud of the new range and hopes this new take on an old favourite will become a pantry staple.

“I wanted to develop a product that Australian’s could take out of their pantry at any time and turn a quick ‘pop in’ or catch up into a memorable moment,” says Jacky.

The ‘recipe’ is underway with our team having just returned from a successful media launch across Sydney and Melbourne - leaving a trail of cookie crumbs at all major media outlets. The sweetness was quick to spread across the social sphere too, with influential media outlets posting and tweeting about the delicious treats, including Instyle, Inside Out and Mamma Mia.  

Visit for more information or to purchase online. #charliesminimoments 


Witchery is urging everyone to ‘Unite in White’ to help shine a light on the need to find an early detection test for ovarian cancer.

Now in full bloom, the White Shirt Campaign for Witchery culminates with the national OCRF White Shirt Day (held today).  The celebrated push supports the Ovarian Cancer Research Foundation by donating 100% of the gross proceeds of every white shirt sold directly to the OCRF. 

Undertow Media NZ has driven the long white cloud’s support of the campaign, New Zealand’s stunning member of the Witchery Style Collective, Natalie Cantell (pictured) models some of the shirts on offer as part of the capsule collection.

Along with a host of Australian and NZ personalities and the support of NewsLifeMedia, join us in wearing your white shirt and share your chosen style using the hashtag #uniteinwhite, to help put the spotlight on this silent killer.



This is the first in a series of profiles on the wonderful team at Undertow Media. Our first profile is Account Manager and all-round dynamo, Florencia Cavallo. We catch up with her over a coffee (Lavazza of course!).

Check out a snapshot of Florencia's life at Undertow here

1.      How long have you been at UM?

Just over 18 months

2.      What’s a typical day like for you?

There’s no such thing as a typical day, which is what I love about my job! My day usually starts with a strong coffee and responding emails, reading the papers/ magazines and checking out social media sites like Instagram, Twitter and Facebook. From there, anything can happen – from new product launches to managing media interviews and photoshoots for clients, every day at Undertow is interesting and there’s always a new challenge.

3.      What do you love most about working in Richmond?

Richmond is a great location and our office space is such a beautiful environment to work in. In winter, I love making a tea and working on the couch in front of the fire– it’s so cosy!

4.      What’s the best thing about working at UM?

Our amazing clients and the incredible team! We are so lucky to have such an inspiring, talented team that’s always creative and fun to be around.

5.      What’s the best campaign you’ve worked on at UM?

I’ve been really lucky to work with some amazing clients across a number of strategic campaigns, so it wouldn’t be right to choose just one!

6.      What made you want to get into PR?

I always wanted a career in communications, and having worked as a journalist for over three years, I was ready for the next challenge. So far, the decision to move to the other side has been a very rewarding one.


2014 is off to a flying start for Melbourne-based property developer, Tim Gurner, who is setting a new benchmark for cutting edge development with his new venture, GURNER™.

Following the successful launch of Hemingway Residences in Melbourne, GURNERTM has big plans in place to develop a 5,000 square metre island site in Brisbane’s Fortitude Valley as it moves to expand its reach north.

Designed by Elenberg Fraser, the proposed $600 million landmark project will comprise multiple towers featuring over 730 apartments, a 100 apartment 4.5 star hotel and 5,000 square metre retail precinct, along with a 3,000 square metre residents-only resort-style club and landscaped area designed by world leading landscape architects 360.

Likened to New York’s Flatiron Building, it’s no wonder media are watching with Undertow Media securing national coverage across ABC Brisbane radio, Architecture & Design, Australian Financial Review (AFR), BRW, Brisbane Times, The Australian, Property Observer, as well as front page coverage in Courier Mail’s Home magazine.

With a number of other Melbourne-based projects underway in Brighton, Collingwood, South Melbourne and Footscray, GURNER™ is creating ‘living places’ and a true sense of home all over Melbourne with more than 1,500 apartments in planning or construction. 

“The Melbourne and Brisbane sites represent a huge opportunity to deliver the quality design-focused living our cities need to cater for our expanding population which is increasingly demanding centrally located and design-focused places to call home.” said Tim Gurner, GURNERTM director.



Lavazza ensured fashionable Virgin Australia Melbourne Fashion Festival (VAMFF) guests enjoyed their coffee in style, thanks to an exciting collaboration with renowned fashion designer Michael Lo Sordo.

Lo Sordo, who is fast becoming one of Australia’s favourite emerging designers showcased a bold hero print which was wrapped on limited-edition Lavazza coffee cups, as well as on a giant cup on site which served as the perfect backdrop for hundreds of selfies during the week.

Newly-announced Lavazza Style Consultant, Nicole Warne (aka Gary Pepper Girl) also caused a street-style frenzy, with festival-goers lining up to get a snap of the uber-stylish blogger.

Since launching her blog and e-commerce website in 2009, Nicole has fast become a global fashion icon, and is now one of the world’s leading digital style influencers.

“I’m really excited about this partnership with Lavazza. Coffee and style are part of my daily life, so the chance to work with a brand that celebrates the best of both offers so much potential. I cannot wait to collaborate with Lavazza on some very creative projects throughout the year,” said Nicole.

The media have loved both collaborations, with coverage appearing in Sunday Age, Elle, The Urban List, Chronicles of Nadia and more.


Just over six months in and there’s no stopping our Kiwi office as the team swings into 2014 with a slew of high profile accounts under their flightless wings! 

“Touting luxury outfit Eichardt’s Private Hotel in Queenstown has meant an obligatory trip to see how the other half live before securing a suite of fitting media to cover the digs including Harper’s Bazaar, The New Zealand Herald and Denizen Magazine.  It’s a tough gig but someone’s got to do it!” said Greer Bland, Managing Director at Undertow Media New Zealand.

Over in retail land, the team has added Kmart and Freedom Furniture to its growing stable as well as having nabbed taxi-hailing app Zoomy, wedding registry site The Lovely and tech-geared operator, Roam.  It’s safe to say things are off to a flying start! 


At a former Citroen garage in Fitzroy an exciting creative hub, comprising a gallery, urban garden and a café, is taking root and providing locals with new opportunities to enjoy the fruits of local creative types.

Passionate about design and culture, property developer Neometro has gifted its 9 Smith Street site to the community prior to commencing construction of its latest mixed-use development later this year.

Car hoists have been replaced with emerging art with the opening of not-for-profit gallery SLOPES, expanses of monotonous concrete have been covered in planter boxes thanks to ‘3000 acres’ – an urban farming project - and a once grease-covered interior has been remade into a haven for design and coffee lovers with the launch of Place Holder café.

Neometro director James Tutton said it was part of Neometro’s evolution: “Commitment to social enterprise has long been part of our DNA. What we've done with Nine Smith Street takes this ethos to the forefront of our thinking and enables us to find a canvas for projects we are passionate about. We see the role of business as being about both profit and social contribution. These are not mutually exclusive outcomes, they are the natural product of using capitalism as a force for good".

With Undertow Media achieving coverage in The Age, mX, Broadsheet and Milk Bar Mag, it’s proving a popular place for culture vultures across the city.

To find out more visit


It was lights, camera and action a plenty as Undertow Media stood side of stage at the 3rd AACTA Awards in Sydney in late January.

The biggest night on the Aussie Awards calendar incorporates two major events for over 2,000 people - 3rd AACTA Awards Luncheon, which celebrates behind-the-camera crafts, and the glamorous and star-studded 3rd AACTA Awards Ceremony - and Undertow Media played a leading role, managing all guest logistics, arrivals, seating plans and the Eleven Australia styling suite.

This year, guests of honour included AACTA President Geoffrey Rush, Oscar winner Cate Blanchett, Rachel Griffiths, Sam Worthington, Baz Luhrmann, who was honoured for his creative vision and the huge contribution he has made to Australian film, and the ever-amazing Jacki Weaver, who received the Raymond Longford Award.

It wasn’t just our team that loved this year’s glittering (and glittery) AACTA Awards – the events drew a record number of public fans and the Channel Ten broadcast saw a 20 percent increase in ratings. That’s called a box office smash in showbiz!


Corks popped and bubbles flowed as Domaine Chandon’s Secret Garden Party returned for another sparkling afternoon in February.
The whimsical white setting played host to over 300 eager party goers who escaped the serious Melbourne heat to enjoy Domaine Chandon's relaxing, picturesque grounds in the Yarra Valley.

We secured some fabulous VIP guests including Clare Bowditch, Lisa Gorman, Yeojin Bae, Emma Notarfrancesco, Jo Hall and Dani Venn, who were treated to an afternoon of wine tastings paired with a selection of epicurean canapés created by Domaine Chandon’s very own Greenpoint Brasserie.  

Those with a sweet tooth were delighted by a limited edition Chandon Cuvée Riche & White Peach Sorbet. Delish.

The delectable delights continued as Undertow Media assisted with the launch of Domaine Chandon’s brand new picnic hampers filled with all sorts of goodness, including paté, Serrano Jamon, kalamata olives and salted caramels.


It was the winning combination of Undertow Media, five:am yoghurt, yoga and hip hop music that saw ABC Breakfast, Studio Ten and countless more news and lifestyle media flock to North Bondi this month.

The unlikely gathering was in aid of five:am’s new feel good initiative – Wake Up, Be Am:azing - which encourages Aussies to wake up early, seize the day and enjoy a wholesome breakfast.

The celebration was hosted by campaign ambassadors, including pro-surfer Laura Enever, actress Jess Tovey and The Holistic Ingredient’s Amy Crawford at North Bondi Surf Lifesaving Club where they joined  the country’s top food, health and lifestyle media and bloggers for an invigorating early morning hip hop yoga session and nutritious brekky.

Wake up at #wakeupbeamazing @fiveamyoghurt.


Our two year relationship with 171 Collins Street culminated in an elegant launch event for the building’s team in December. Catered by Andrew McConnell’s new restaurant, Supernormal, the impressive nine storey glass atrium showcased an incredible art deco inspired Confetti System chandelier. Originally used in the King Kong musical, it was a spectacle which sparkled in the light, much like the jewel-like facade of 171 Collins Street.

A new Melbourne icon, 171 Collins Street was developed by Cbus Property and Charter Hall and designed by Bates Smart, setting the benchmark for commercial design in Australia.

Undertow Media had the pleasure of managing the PR for the project throughout its lifespan, promoting its key tenant announcements such as Evans & Partners, Dolce & Gabbana and Andrew McConnell, as well as its excellent design and sustainability credentials.


A new pub experience is quenching the thirst of Melbourne’s beer lovers with the launch of the city centre’s newest beer garden, Beer DeLuxe Fed Square. Undertow Media teamed up with the pint-sized venue before Christmas to unveil its new and unique offering and venue fit out, which is fast becoming Melbourne’s new ‘local’.

The taps were pumping and the paella pans were firing as 500 guests (beer-lovers included!) enjoyed the taste of Carlton Draught’s fresh and unpasteurised tank beer, served out of three striking copper tanks which now feature as part of the pub’s re-design.

Stay tuned through Feb (even if you are tackling febfast!) as the publicity campaign keeps pouring.


Undertow Media’s inner shopaholic was brought to the fore late last year, when we launched Daiso’s new Australian flagship store in Flinders Street – the biggest store in the Southern Hemisphere.

The Japanese retailer already has a cult following throughout Asia and we immediately became converts too. The best part? Everything in store is just $2.80! Yes, you read that correctly.

The launch kicked off with a performance by the talented Kiyomi Vella from the hit series The Voice, with coverage appearing on A Current Affair, in The Australian, mX and more.  With 90,000 lifestyle items and quirky gift products, head in-store and be prepared to be wowed with what $2.80 can get you.


The Million Dollar Door Promotion was unlocked in November as the white-robed hotel mob from Choice Hotels Australasia took over Fed Square, giving Melburnians the chance to be in the running to win $1million. 

The crew who were cheekily clad in customary hotel attire were kept busy as close to 1,000 passers-by ‘checked in’ to see what the fun was all about. The results - more than1,000 new Choice Privileges members signing up on the day.

The lucky winner will be announced in the coming days, and will have the chance to choose the key…the right key…to win!