Misfits

The Task
Develop the PR strategy and manage the communications outreach for the launch of Misfits, W. Short Hotel’s newest venture. Position Misfits as an eclectic new bar, lounge and dining local in Redfern.

The Tonic
Tonic began media engagement by targeting high priority journalists with tailored pitches including interviews, recipes, trends, and design in the lead up to launch.

For the media launch, Tonic hosted 30 key media and guests for a night of cocktails and dinner. The evening began with an elderflower martini on arrival before guests sat down for a feast by executive chef James Privett. Jeroboams and magnums of champagne were popped, and guests indulged in chargrilled octopus and pan-fried snapper fillet. Media in attendance included Concrete Playground, Executive Style, Voyeur, Delicious and The Upsider, as well as Tourism Australia.

On the same night, Tonic organised eight social influencers to dine at Misfits including fashionista, Gypsy Stone; model, Yasmin Suteja; Sydney DJ, Montaigne; TV personality, Danny Clayton; and actor, Tim Ross.

Post-launch, Tonic managed a media and influencer hosting program for those with solid social communities across food, lifestyle and celebrity to provide a steady flow of traditional and social media coverage.

The Proof
Between August and October 2017, Tonic hosted 15 media and nine influencers and secured 31 targeted media stories across print, broadcast and online.

These included stories in SMH – Good Food, Gourmet Traveller, Central Magazine, Delicious Magazine, Sunday Telegraph – Stellar, Inner West Courier and Eat Drink Play. The media coverage to date has reached an audience of more than two million.

In addition to this, Tonic achieved 16 social media posts with a combined potential reach of 435,886.