- 23.05.2013ELEVEN AUSTRALIA LAUNCHES IN STYLE
- 23.05.2013THAT SUNDAY FEELING
- 23.05.2013BACKYARD ROOM
- 23.05.2013UNDERTOW MEDIA TAKES ON TUPPERWARE FACEBOOK PAGE
- 22.05.2013UNDERTOW MEDIA CROSSES THE DITCH
- 03.04.2013UPSTAIRS DOWNSTAIRS
- 03.04.2013LAVAZZA SUPPORTS MELBOURNE FASHION
- 03.04.2013PROPERTY EVENT REACHES COUTURE HEIGHTS
- 03.04.2013INTREPID TRAVEL'S GLOBAL GASTRONOMY
- 04.03.2013NOW BOARDING. DESTINATION: LOVE
- 04.03.2013UNDERTOW MEDIA JOINS PUBLIC RELATIONS COUNCIL
- 04.03.2013BLOGGER KIDS MAKE A SPLASH AT SWIMLAND!
- 04.03.2013BECOME A CITIZEN OF THE ISLAND STATE
- 24.01.2013STARS SHINE AT 2ND AACTA AWARDS
- 24.01.2013NEW BUSINESS BREW
- 19.12.2012DINING WITH AWARD WINNING DAIRY
- 19.12.2012IT'S A WINNER!
- 19.12.2012JESSICA MAUBOY STOPS TRAFFIC!
- 02.12.2012THE ULTIMATE STYLE CHALLENGE
- 28.11.2012LAVAZZA BAR AT MELBOURNE CUP CARNIVAL
- 28.11.2012UNDERTOW MEDIA SPREADS ITS WINGS!
- 28.11.2012NETS FOR NETS DAY
- 28.11.2012DOMAINE CHANDON VIP DINNER
- 28.11.2012685 LA TROBE LAUNCHES
- 30.10.2012HOTHAM ALPINE RESORT SEASON WRAP
- 30.10.2012LITTLE PROJECTS
- 30.10.2012OCEAN SPRAY BLOGGER RECIPE BOOK
- 30.10.2012REALESTATE.COM.AU REVEALS HOTTEST SUBURBS
- 01.10.2012GRAND FINAL COMEDY DEBATE
- 28.09.2012ARRAY LAUNCH
Melbourne celebrated in style last Tuesday, at the much anticipated launch party for the new range of ELEVEN Australia hair products.
Undertow Media is excited to have helped launch the vibrant new ELEVEN range – which includes 15 hair care products designed to deliver hold, shine, texture and volume to hair.
During the event, ELEVEN Australia co-creative directors Joey Scandizzo and Andrew O’Toole showcased the use of the new range to industry leaders and peers in a live photoshoot, giving them the top tips and tricks to achieve effortlessly cool looks.
Undertow secured the attendance of reporters, photographers, bloggers and fashionistas aplenty– with the event dominating the social pages of The Age, The Herald Sun, and blogs such as Couturing, The Cut and Paste, and Style Zilla.
Relax. Chill. Calm. This is the mantra of new relaxation drink Everyday Sunday. Anti-energy and defiantly anti-Monday, Everyday Sunday is a natural, refreshing drink available in three sparkling flavours – Citrus Crush, Tropical Punch, and Berry Bliss - containing delicious and calming ingredients such as passion flower extract, rosehip puree, chamomile extract and valerian extract.
The talented team at Cornwell came up with the super cool branding and we are working with them to launch Everyday Sunday via social media, influencer engagement and sampling. With a presence on Facebook and Instagram, we will be launching a major promotion for fans to win their ultimate Sunday.
Make sure you look out for Everyday Sunday as it hits the shelves across Melbourne. And remember to stay relaxed.
After an incredibly successful launch of Archiblox in 2012, we are now working with the same team to promote their new venture, Backyard Room – a range of pre-fabricated, architecturally designed garden studios.
Launched at the recent Melbourne International Flower and Garden Show where it won the sustainability award and the silver award for best garden, Backyard Room is tapping into the trend towards working from home and the growing number of home offices – offering a beautiful space that’s removed from the hustle and bustle of the family home.
Being such a clever concept, the media and blogosphere are already lapping it up with coverage in Daily Telegraph Home Magazine, The Age Domain, Home Beautiful, House & Garden, Interiors Addict and Habitus Living.
Undertow Media is excited to spread the word that we’re now running the social media activity for our long-term client, Tupperware.
In addition to managing Tupperware’s consumer PR activity across Australia and New Zealand, our team is now also responsible for content creation and the full-time community management of Tupperware Australia/New Zealand’s official Facebook page.
With a thriving and engaged ‘fan base’ of more than 35,000 passionate Tupper-fans (and growing!), the Facebook page is an interactive forum for people across the Tasman to share their love for the brand, learn about the latest product releases and voice any consumer feedback. Tupperware’s dynamic Facebook page is constantly buzzing with news and activity and is a great example of how social media can provide a platform for extending awareness and offering consumers an opportunity to interact directly with a much-loved brand.
To join the conversation and stay posted on the latest news from Tupperware, click here.
We are thrilled to announce that as of mid-July, Undertow Media will open its doors in Auckland, New Zealand - part of our long term plan to expand our reach into new markets. Our superstar General Manager of the Consumer division, Greer Bland, will be heading back to her homeland to establish the office in NZ. Greer joined Undertow Media three years ago and has sky-rocketed through the business so we are extremely excited to have her heading up our New Zealand operations.
Greer will be replaced by our newest team member Shelley Hammond, who has built her thirteen year communications career in PR agencies before moving over to the client side in the media intelligence industry. Shelley joins the new General Manager of the Corporate Division, Sally Branson, who started with Undertow just over a month ago, following her seven year stint as media advisor at the US embassy.
Slattery and Elenberg Fraser ushered in a new era with their usual flair at 160 Queen Street with an "Upstairs Downstairs" soiree and it didn’t disappoint.
We brought the Upstairs Downstairs theme to life, drawing on inspiration from the UK TV series where the fates of the servants ‘downstairs’ and their masters ‘upstairs’ were intimately linked, much like that of Slattery and Elenberg Fraser now that they are neighbours.
Upstairs on level 14, Slattery’s amazing new office space was revealed. Guests were treated to an elegant event, complete with a baby grand piano, singer and flowing champagne.
Downstairs on level 3 at Elenberg Fraser’s office, the evening took a deliciously wicked turn with a decadent feasting table, caprioskas a plenty and a DJ with table top dancing.
Lavazza put the buzz back into the runway at the L'Oreal Melbourne Fashion Festival with a larger than life collaboration with LIFEwithBIRD which saw a giant coffee cup and takeaway cups wrapped in LIFEwithBIRD's new season signature print used on site at the A Modo Mio lounge.
Undertow Media also secured the attendance of UK starlet Caggie Dunlop of Made in Chelsea fame to be Lavazza's special guest and judge the Lavazza Look photo competition.
With a well-attended coffee call to announce the collaboration, as well as a presence at the runway shows each night, Lavazza was the talk of town during the festival across both traditional, online and social media.
It was an exclusive affair when Undertow Media launched the next chapter for Mirvac’s luxe Array tower – Black Label by Mirvac, a special program set to offer purchasers a gateway to a lifestyle of culture, fashion and luxury.
The worlds of architecture and fashion fused when renowned couture designer Bowie became an official design partner of Mirvac’s elite program. And what better way to launch an exclusive set of partnerships than with an exclusive event to match!
A grand marquee complete with decadent chandeliers, Moét bubbles, Singapore white orchids and a crowd of Melbourne’s elite set the tone for Mirvac’s Black Label launch. Oh, and let’s not forget the $30,000 Array-inspired couture gown that was unveiled by Bowie himself.
A first for the property industry, Mirvac’s design partner Bowie created a one-off, eight kilogram Swarovski crystal hand-stitched, hand-beaded and hand-sewn garment bringing together architecture, fashion, elegance and craftsmanship.
It was tacos and po’boys aplenty for Undertow Media as we revved up the engine and hit the streets of Sydney and Melbourne in a specially designed food truck to promote Intrepid Travel’s new food trips.
The launch of Intrepid’s international food adventures called for a totally new way to talk to travellers… so we devised something to get tummies rumbling! And that was a mobile menu of free tasty treats from all corners of the globe.
The Undertow team oversaw all aspects of the food truck (bar the actual cooking!), journeyed with Intrepid as the truck popped up at a new location every day and ran a supporting PR campaign.
And a truckin’ great launch it was: the food truck (and mobile Intrepid billboard) looked amazing, the general public turned up in droves, waiting patiently in long queues to get their hands on Vietnamese, Spanish, Mexican, Southern American or Indian fare, and media coverage spruiking the trips appeared in The Australian, The Age, Herald Sun, Sydney Morning Herald, mX, radio 2UE and more.
Star-jumping for joy has become a regular fixture at Undertow Media HQ as we ramp up Jetstar’s consumer publicity. And there were ‘starry eyes’ aplenty at our first major Jetstar outing on Valentine’s Day when Jetstar and RSVP coupled up to create the ‘Lovejet’ - the first ever in-flight dating experience and a media event with a difference.
Hearts raced as 22 singles boarded a plane, final destination: love. After a smooth landing on the Gold Coast, a walk on the beach and a three-course lunch at SkyPoint Observation Deck, sparks were flying. Almost as fast as a Jetstar aircraft does.
There was a frenzy of media interest as high profile media outlets booked a ticket on the flight and assisted the Undertow team in delivering a cargo load of media coverage, from a story on The Project to live news crosses and news stories on Channels Nine and Ten, articles on News.com.au and in The Australian and nine radio mentions.
And once the wings were in motion, a flutter of tweets reaching over 75,000 Australians weighed in on whether love really was in the air.
Undertow Media is delighted to be a founding member of the Public Relations Council (PRC), a new and forward-thinking industry body formed under the auspices of the Communications Council to represent the consumer PR specialty. The group’s mission is to champion earned media, both within the marketing communications industry and in the wider business community.
The PRC will provide a unified voice on issues facing the consumer PR speciality, as well as develop specific training, advice and best practice projects of relevance to PR professionals.
Representatives from Australia’s top PR agencies – including Undertow Media CEO Jess Nunns, who will serve on the inaugural PRC committee - have worked together to establish the PRC and will be instrumental in its strategic direction to drive its programs and projects.
Influential mummy bloggers and their kids recently splashed into Paul Sadler Swimland for swim lessons at a special event hosted by Undertow Media.
A hand-picked selection of Melbourne’s top bloggers and their families were invited to experience the difference of swim lessons on offer at Paul Sadler Swimland. The action packed schedule included a first-hand swimming lesson with expert swim instructors, participate in a Q& A with Swimland founder and industry leader Paul Sadler and a scrumptious morning tea after a morning of activity.
The day was a huge success with the kids enjoying a “splash”, parents learning about swim safety and Swimland gaining exposure to an influential online audience via their blogs and social media chatter throuhout the day.
We’ve known that Richmond is a really special and cool place since our office relocated to the area in 2007 but now we’re helping spread the word with the Island State Facebook page.
We’re helping promote Richmond as THE destination for dining, drinking, design and shopping to kick off the Jaques Richmond marketing campaign, ahead of the PR activity, on behalf of the Riverside Group and Macquarie Real Estate Equity Funds.
Our team has secured the involvement of over 35 retailers to help declare what’s special about this neighbourhood via the Island State Facebook page. The Facebook page launched in early December and already has over 2,100 followers – get on board and become a citizen here.
Undertow Media was excited to start the year off with a hallmark event in the form of the 2nd AACTA Awards, held in Sydney at the aptly-named and beautifully renovated Star Event Centre.
Our second year managing the guests logistics and talent suite at the AACTA Awards (and seventh year working with the Australian Film Institute on its annual celebration of film and television) was a star-studded affair - host Russell Crowe and AACTA President, Geoffrey Rush, were joined on stage by internationally acclaimed Australian actors including Cate Blanchett and Nicole Kidman to honour the year’s best screen achievements.
And who went home happy? The cast and crew of The Sapphires who enjoyed a golden night, crowning a year already filled with sparkling success. And the Undertow Media event team of course, delighted with our involvement in an event deemed by media and guests as a raging success. The Sunday Telegraph (3 February) in fact, went so far as to say “All Australian award shows - and some US ones too - are hereby put on notice. This is how to do awards." We agree.
Off the back of a 44 per cent increase in editorial for Lavazza’s sponsorship of the Melbourne Cup Carnival, we were thrilled to confirm late last week that Undertow Media is the appointed agency for all media relations across the company’s caffeine fuelled calendar.
First stop is the sponsorship of L’Oréal Melbourne Fashion Festival, where we’ll be collaborating with two of fashion’s hottest properties to activate our on-site café. Stay tuned for more details and feel free to swing by the office for a Lavazza classic Italian espresso!
In November we coordinated a spectacular media preview in Sydney to celebrate the announcement of the 2013 Australian Grand Dairy Awards (AGDA) winners on behalf of Dairy Australia.
Food and lifestyle journalists and bloggers were invited to attend not only the landmark Melbourne celebration, but also a specially created event at The Bridge Room in Sydney.
Our team worked closely with Dairy Australia and head chef Ross Lusted to create a specially designed menu featuring the Grand Champion products – Tasmanian Heritage St Claire (2013 Grand Champion Cheese) and Bulla Premium Sour Cream (2013 Grand Champion Dairy Product). Not to mention a delicious selection of ice-cream, cheese and dairy category winners (yes, our job is tough sometimes…!).
Media clamoured to attend with food directors and editors from the likes of Australian Women’s Weekly, ABC Delicious, Donna Hay, SBS Feast, Food Australia, foodService, MiNDFOOD, New Idea, Qantas The Australian Way, Super Food Ideas and The Australian all in attendance.
Our media strategy also extends beyond the exclusive few that attended the tasting with coverage expected in some of Australia’s most influential magazines in the coming months.
For a full list of the 2013 AGDA Champions and further information visit www.dairyaustralia.com.au/agda
We recently worked closely with Stockland to enter its fastest selling residential community Highlands in the Urban Institute of Australia Victoria’s 2012 Awards for Excellence. And we're pleased to announce (drum roll....) that the project was awarded the prestigious Best Master Planned Development and Landscape Awards at this year’s UDIA State Awards ceremony.
We managed the submission right through to completion with our word smiths crafting the copy and overseeing the delivery of the creative design of the award submission (with the help of our sister agency Bastion Brands).
Following the win, we embarked upon a media campaign to spread the word about Highlands’ achievements with local media coverage already achieved and more to come.
Highlands is now a contender for the UDIA’s National Awards, so we have our fingers crossed for more success!
Jessica Mauboy literally stopped traffic (foot traffic that is) when she belted out her latest hits at The Glen VIP event in November.
Fashion and frivolity were the hot themes at this year’s ‘The Glen Goes Glam’ shopping evening. We not only secured Jess’ involvement but also packed in a crowd of over 3,000 to watch her perform favourite tracks following her starring role in The Sapphires.
Trendsetters also enjoyed a fashion showcase that revealed the latest summer styles and trends, hosted by fashion model and former Miss Universe Australia, Scherri-Lee Biggs.
Located in Melbourne’s East, The Glen Shopping Centre showcases more than 200 stores featuring popular fashion and lifestyle brands, offers countless dining options and has an active events calendar.
For more information, check out www.centrotheglen.com.com.au
Undertow Media worked with the recently refurbished Como Melbourne to play host to a special event last week for Melbourne’s top bloggers, including Micah Gianneli and Jesse Maricic from Raww, Sarah Willcocks from Style Melbourne, Jess Dempsey from What Would Karl Do and Jasmin Howell from Friend in Fashion.
The bloggers were given the ultimate style challenge: find the perfect outfit within the Chapel Street precinct within a $500 budget, complete the look with hair and makeup, then be judged in The Como Melbourne’s recently revamped Gold Penthouse by fashion couture superstars J’Aton.
Despite the soaring temperatures, each blogger relished the challenge and successfully created their fashion-forward looks for the evening. Once back at the hotel, they were treated to pampering, makeup and hair by the ultimate beauty team from Miss Fox. They were then escorted to the Gold Penthouse for a photoshoot with fashion photographer Amanda Fordyce.
The event resulted in much online chatter and pics on Twitter, Facebook and Instagram with blog posts expected in coming weeks.
The Undertow Media fillies were running on adrenalin and copious cups of coffees managing the publicity for the fast-paced and fashionable Lavazza Bar across the Melbourne Cup Carnival.
Juggling the media and celebrity requirements for high profile guests including Italian fashion royalty Mr. Roberto Cavalli, soccer legend Alessandro del Piero and Hollywood stunner Mena Suvari, the team was ever cool, calm and collected beneath their frocks and fascinators.
The tip of the coverage iceberg saw the Lavazza Marquee’s highlights feature across The Project, A Current Affair, Channel Seven, Nine and Ten news as well as two mX front covers clocking in millions in editorial worth for the coffee giants.
There were star jumps of joy at the Undertow Media office with the recent news that we have been appointed by Australia’s favourite low cost airline, Jetstar, to manage its consumer PR activity.
We won the account after being invited by Jetstar to participate in a 6-way competitive pitch. We delighted to share that we’ll be responsible for promoting all of Jetstar’s consumer and product-focused news and initiatives, as well as its community programs - the latter expected to be a key focus for 2013.
For more information on Jetstar (or to book your next holiday!), visit www.jetstar.com
We loved having an excuse to ‘flash some leg’ on Friday 9 November with the Undertow Media team donning fishnets to show our support for the Unicorn Foundation’s inaugural Nets for NETs Day.
Nets for NETs Day was created to raise awareness for neuroendocrine tumors (NETs) – the cancer that claimed the life of Apple founder, Steve Jobs, a year ago. Nets for NETs Day aims to draw attention to the need for timely diagnosis, as well as access to treatment and care for all patients.
Volunteers (including Undertow Media!) took to the streets to encourage passers-by to donate a gold coin in exchange for a pair of fabulous fishnets. Our team threw its support behind the cause, generating national media coverage and executing a social media campaign, along with a celebrity outreach program and distribution of corporate packs.
Go to www.unicornfoundation.org.au for further information.
Undertow Media’s event styling team was called upon to create a luxurious setting for a private VIP dinner at Domaine Chandon in the Yarra Valley.
Featuring a bold colour palette, a hydrangea floral masterpiece, hand written placecards, custom sewn cushions and extravagant floral arrangements all set against the dramatic backdrop of Chandon’s renowned Riddling Hall.
A tailored menu was created and prepared by Mark Briggs from The Sharing House and served with Chandon’s finest vintages, delivering a most memorable feast for the eyes and taste buds.
Undertow Media will return to Chandon in February to create another exquisite setting for the inaugural Chandon Secret Garden party. For more details, visit www.chandon.com.au.
Undertow Media has been working with Charter Hall and Flagship Property Holdings to promote their first joint venture office development, 685 La Trobe.
Situated on the last remaining office development site available in the Dockland’s Stadium Precinct, the 12-storey office building has received development approval and is designed by award winning architects Bates Smart. The signature feature of 685 La Trobe is its butterfly-shaped design which creates two landscaped plazas, two generous wings of office space and a large central hub space that unites the building. These features along with highly efficient floorplates, represents the future of effective and productive office design.
The media campaign has been a success so far with coverage achieved in The Age, Herald Sun, Property Observer, Docklands News and Architecture & Design.
The snow has fallen and the sun has set on a spectacular 2012 season at Hotham. Boasting more than four metres of snowfall and a snowdepth peaking at 206cm (the first time since 2004), it was a season to be remembered!
In our sixth consecutive year working with Hotham Alpine Resort, Undertow Media oversaw a media famil program of nine journalist visits and a busy schedule of media contact that generated over $4.1 million of coverage, promoting everything from the fabulous snowfall to Hotham’s action-packed calendar of events, a series of holiday specials and deals, and the introduction of Hotham’s cheeky ‘Chuck a Snowie’ campaign.
Photo courtesy of Steve Cuff.
Undertow Media has been working with long term client Little Projects on the launch of its latest residential development, Central South Yarra.
In an Australian first, Little Projects has partnered with world-renowned design practice, Eness, to deliver Australia’s first interactive display suite. The space provides potential purchasers with a unique and immersive experience through the use of projection lighting, sound and digital imagery.
To create buzz about the South Yarra location, Undertow Media created the Central South Yarra Facebook page months ahead of project launch, successfully securing exclusive offers from a number of prominent retailers and restaurants to give the Facebook fans the ultimate South Yarra experience. The page has seen great results in engagement and subsequent visits to the Central South Yarra website.
In addition, Undertow Media is working on a traditional PR campaign targeting the likes of The Age Domain, The Weekly Review, Herald Sun, Property Observer and more. There are also a series of events occurring over the next few months to show off the incredible display suite.
Stay tuned for more to come…
Undertow Media is thrilled to announce the launch of Ocean Spray’s ‘Delightful Blogger Bites,’ a free e-recipe book which features recipes from some of Australia’s top food bloggers including A Table for Two, Not Quite Nigella and Fig & Cherry.
Designed by our sister agency, Bastion Brands, the e-book was created to engage with some influential bloggers, promote Ocean Spray’s diverse product range and provide a suite of new recipes.
To promote the e-book, Undertow Media is working closely with Our Media to develop an online advertising campaign and we will also launch a consumer promotion which will see one lucky entrant win a master class with Billy Law, ex MasterChef Contestant and author of participating food blog A Table for Two.
Sharing a wonderful range of recipes created by some of Australia’s most creative cooks, we encourage you to check out the e-book for yourself here!
As property enthusiasts, we were thrilled to be approached by Australia’s no. 1 property site realestate.com.au to promote its latest list of top sellers’ markets.
The campaign has been a great success so far with coverage on Channel Ten and Seven News, in News Ltd daily metro papers, on radio and in a number of local publications.
The campaign highlighted the hottest vendor suburbs by comparing the number of clicks on property listings in a suburb against the number of available properties in the same suburb, arriving at a supply vs demand ratio. This data gave valuable insight into which areas might experience some impressive results under the hammer over the next six months. Somewhat surprisingly, South Australia took out the top four spots nationally, followed by Victoria’s own Mont Albert.
We are now looking forward to working with realestate.com.au to publicise its upcoming community events for the busy spring season.
 Nielsen Online Ratings, Domestic Audience, three month average for April-June 2012.
 realestate.com.au internal statistics, February 2012.
In the thick of grand final fever last week, Undertow Media manged the publicity for the Grand Final Comedy Debate at Crown Palladium, with a debate statement often bandied about town – “that there are no gentlemen left in football”.
The event, as featured in mX, The Age and Herald Sun, was a calling card for women who enjoy their footy as much as the boys, with the debate moderated by Channel Seven personality and Undertow Media director, Hamish McLachlan, and featuring an entertaining ‘for and against’ debate with panellists including Anthony ‘Lehmo’ Lehmann, Fiona O’Loughlin, Matt Hardy, Mark Robinson, and Matt Tilley and Jo Stanley from Fox FM’s Matt and Jo Show.
Guests, who included several high profile celebs, WAGS and players’ mothers, enjoyed a lunch menu designed by chef Shannon Bennett, a silent and live auction and a special performance by the cast from the Tony Award winning musical South Pacific. The event also featured the presentation of the much anticipated Football Woman of the Year award which saw Victoria’s Belinda Duarte being crowned as the 2012 winner.
September saw Undertow Media working with renowned patissier, Adriano Zumbo, to add a touch of flair to Mirvac’s Array Display Suite Grand Public opening.
Guests experienced an exclusive taste of the French Riviera at the French-inspired extravaganza, learned the secrets of Adriano’s impressive macaron tower from the man himself, indulged in French-inspired food and entertainment and enjoyed all the luxury of riverfront living with a free cruise on the Yarra River, complementary of Mirvac.
Mirvac was delighted to see a confident start to the spring property season with almost $20M worth of apartments sold by Mirvac in Victoria, over recent weeks. Eleven of the twelve sub penthouses in Mirvac’s newest and most prestigious apartment building at Yarra’s Edge, Array, have now been sold.
Undertow Media is implementing a media relations campaign for the Yarra’s Edge precinct including River, Yarra Point and Array.