THE TEA CENTRE - PRODUCT PR LAUNCH
Australia’s Tea Purveyors, The Tea Centre, approached Papaya to launch their distinctly Australian botanical tea range and create maximum exposure for their brand.
To create traction and secure the best quality and breadth of coverage we ran a dual campaign that focused on building connections with media and influencers to the brand and new range via a beautiful event supported by a robust media relations campaign.
Papaya secured over 40 pieces of coverage with a media circulation of over 10 million from major publications such as 10News, Elle, Country Style, marie claire, Home Beautiful and GiftGuide.
The campaign resulted in over 40 pieces of high impact coverage in publications including: 10News, Elle, GiftGuide, Home Beautiful, Country Style, Marie Claire, 2GB, Woman’s Day, Prevention, Australian Life Magazine and The Australian Women’s Weekly. With a combined audience circulation of over 10 million, The TeaCentre’s new tea range became the gift for Christmas.
How we got there
Papaya created a strategic PR campaign and tailored pitching program to key media with strong contacts such as Country Style, Women’s Weekly, 10News, 2GB that would generate hits on the provenance of Australian tea and the business evolution of The Tea Centre.
We pitched to new product sections of lifestyle and food & drink media as a perfect gift for tea lovers at Christmas, securing coverage in Elle’s, Country Style’s and Woman’s Day Christmas gift guide.
PR Media Event
Papaya hosted a 50 pax media event at the highly renowned Capella Sydney, inviting key media and influencers to experience a bespoke menu using Australian Botanic flavours curated by Executive Chef Brent Savage. Event attendees included media from Country Style, Women’s Weekly, Body & Soul, Better Homes & Gardens, New Idea, Prevention, Woman’s Day and influencers including; Eclair Piya, Sarah Spoonful and Charis Pixie.
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