Product PR Launch: The Tea Centre | Papaya PR

Introducing the ultimate gift for christmas

KEY Results

Hits

40 pieces of high impact coverage including 10News, Elle, GiftGuide, Home Beautiful, Country Style, Marie Claire, Woman's Day, Prevention and The Australian Women's Weekly

Reach

Reached 10million readers through Australia's most prominent radio, TV, digital and print publications

The papaya approach

Tea’s history is steeped in the shipping routes from East to West, so when tea purveyors The Tea Centre, approached us to showcase their range of Australian botanical teas inspired by the flavours of regional Australia, we knew it has the potential to be something truly special. 

 

Our approach was the create story-telling opportunities as 1) the perfect gift 2) the evolution of the brand and 3) an exciting new product defying tea stereotypes. For this: we spliced, we diced and we worked our angles to generate coverage in Marie Claire, Elle, Country Style and Woman’s Day. 

 

We also decided the only way to bring this to life was through experience. We held an exclusive tea-infused experience at Capella Hotel showcasing the flavours of Australia with the teas from the range. Event attendees included 50 key media and influencers from Country Style, Women’s Weekly, Body & Soul, Better Homes & Gardens, New Idea, Prevention, Woman’s Day and influencers included; Eclair Piya, Sarah Spoonful and Charis Pixie. 

 

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