Our work

TASTE OF SOUTH AMERICA

Client

LATAM Airlines

Date

2018

Campaign

Taste of South America

Target Audience

Working millennials and empty nesters

The brief

Drive awareness of LATAM Airlines’ new non-stop service between Melbourne and Santiago, Chile.

The Opportunity

Research revealed food and beverage is a key interest amongst LATAM’s target audiences – working millennials and empty nesters.

Our Approach

  • Partnered with Australia’s youngest hatted chef, Charlie Carrington, to travel to South America to develop a Brazilian inspired menu for his Melbourne based restaurant, Atlas Dining
  • Video content created during his trip was pushed out online, coinciding with a radio and out of home media buy
  • Geotargeted the videos at people close to the billboards and by the restaurant
  • Coordinated a launch event at Atlas Dining for Melbourne’s travel, food and lifestyle media and influencers
  • Leveraged Charlie Carrington as a spokesperson for consumer media to drive further awareness about the new route across radio, print and online
  • Brazilian menu was available for three months with LATAM branding on the menus and email reservations

The results

  • 57% sales increase YOY for the period the campaign was in market (Jul-Oct)
  • Reached 351,000 people via Facebook with average engagement rate of 1.45%
  • 5,000+ website click throughs
  • 2,514,836 PR coverage impressions
  • 5,500 diners including 10 media experienced Brazil menu at Atlas Dining

Our work

ELEMENT MELBOURNE RICHMOND

Client

Element Melbourne Richmond

Date

2019

Campaign

Pre-opening PR activity and opening event

Target Audience

Australian Trade and Media

The brief

Open Element Melbourne Richmond with a bang and make sure the property stood out from the crowd.

The Challenge

With multiple new openings in Melbourne, the hotel had a lot of competition.

Our Approach

  • In addition to our pre-opening PR activity and opening/ribbon-cutting event, GTI organised a community block party to open the hotel in style
  • Brought the brand and hotel’s USPs to life through mini activations throughout the hotel, including a pedal-powered media wall, a dog grooming station, a cooking demonstration and Heavenly bed display
  • Secured Melbourne’s media and influencer elite, including Laura Henshaw, Jules Lund, Zara McDonald and Michelle Andrews to attend the event
  • Reached the masses through a Sunrise segment on the hotel’s pet friendly amenities
  • Generated scores of hotel reviews through a series of famils

The results

  • 422 pieces of coverage
  • Reach of 36,100,000
  • AVE of AUD$384,000
  • 40+ media and influencers attended launch event

Our work

TRAVEL TEXAS X SXSW SYDNEY

Client

Travel Texas

Date

March 2023

Campaign

SXSW Sydney

Target Audience

Sydney consumers aged 25 – 55

The brief

Host a Texas takeover day at Brand USA’s ‘USA House’ for SXSW Sydney and create a day of engaging activations to promote Texas as a destination.

The Challenge

This was the first SXSW Sydney event, with no prior show to benchmark attendee numbers and general public interest against.

Our Approach

  • GTI engaged with renowned open flame chef, Lennox Hastie of Firedoor Restaurant, to host a cooking demonstration outside of the USA House, speaking to the art of BBQ and classic Texan flavours. GTI invited key Media and Trade partners for this exclusive opportunity to sample his take on iconic Texas BBQ.
  • Partnered with Gelato Messina to create a limited-edition Spicy Margarita with our own ‘Spicy Rita Rockstar’ gelato to be served at the event, paying homage to the Margarita Mile of Dallas.
  • Worked with Alexis Teasdale (stylist, writer & branding specialist) to create a custom media wall with cowboy boots and fresh florals, along with a design your own cowboy hat making station.
  • Imported Texas wines, not available in Australia, for intimate wine tastings.
  • Secured musicians and DJs from Texas as well as Line Dancing entertainment.
  • Generated earned media following media alters in publications such as Broadsheet and Time Out.
  • Utilised existing partnership with Concrete Playground to secure additional content posted on their channels to promote the activation.

The results

  • Highest attendance of all destination takeovers at USA House, with 763 badge holders and estimated 300 from the general public
  • Attracted 22 media guests, contributing to widespread coverage.
  • Pre-event media coverage was secured across four publications, driving anticipation and awareness.
  • The event generated media coverage from SXSW Sydney, influencers, and trade partners, further amplifying the reach and impact of the Texas takeover day.
  • Lennox Hastie cooking demonstration sold out prior to activation occurring
  • Cowboy hat making was a huge success, running out of hats within the first 2 hours. Bonus exposure with Cowboy hats flooding the Darling Harbour precinct
  • Over 1000 x scoops of custom gelato handed out.