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The Streets of Barangaroo

The Task
Develop and implement the PR strategy for the launch of The Streets of Barangaroo, an incredible new inner city neighbourhood along Sydney Harbour featuring a curated collection of food and beverage, fashion, lifestyle, health, fitness, world-class office towers, public spaces and luxury residential apartments. The Streets of Barangaroo is delivered by Lendlease. Our campaign began during construction and continues through to the present. A key objective was embedding this new neighbourhood into the existing Sydney fabric

The Tonic
Tonic began media engagement early, almost three months before any retailer was open, hosting ‘hard hat’ tours with key media across lifestyle and business, placing exclusive news pieces at key milestones and ensuring ongoing communication with the media ‘inner circle’. Once retailers opened, we hosted key media on site for coffees, walking tours, lunches and progressive dining experiences to ensure all experienced the precinct.

Over the past three-and-a-half-years, we have continued to ensure TSOB is top of mind, working with international and interstate media to host regular famils for stories around ‘24 hours in Barangaroo’; men and women-focused itineraries; luxury experiences; family experiences; business experiences and more. We’ve also engaged with Sydney concierges to develop meaningful, long term, mutually beneficial relationships through hosting experiences.

The Proof
Since 2016, we have hosted hundreds of media on site and secured hundreds more targeted, quality media stories across print, broadcast and online. Lendlease has retained our agency the entire time and we continue managing the communications for this stellar Sydney precinct.