growth through numbers
40K
followers in 4 months
30+
mid-high tier media features
100%
capacity in launch period
the challenges
Wellness and recovery centres fused with social excitement aren't so taboo now. In fact, it's a booming industry. The Banya were onto this trend early, opening their doors in 2023. We came in prior to their grand opening, and the first thing we needed to do was create hype.
And lots of it!
the solutions
Read the play-by-play below.
Each element, a critical piece in their success story.
Through collaborations with local photographers having worked with the likes of Vogue and Architectural Digest, we had a beautiful suite of initial images to play with.
Our team edited video content we shot onsite, and created graphic systems to be used as evergreen themes throughout the feed.
We went into the social strategy with 3 key goals: reach, engagement, and community. We knew we'd achieve these running parallel to our Media Outreach by focusing on hype and video content prior to launch. And it was a knock out!
Before their grand opening, The Banya had over 10K followers, 3 viral reels, and a community of customers eager to know more. Post-launch, we focused on releasing media features, controlling the brand narrative in tagged posts, managing the community to ensure the conversations were active and monitored for opportunities and feedback on customer experience, and leveraged customer content in the feed/stories.
The Banya appeals to so many facets — it's high-end design meets the historical 1920s bank story, wellness and dining (sauna and champagne anyone?!), and desire by tourism meant the media world was our oyster (oh and best believe The Banya serves them fresh).
We planned the story angles to suit each industry, wrote various angles and pitches, and disseminated across new and existing contacts. A huge part of achieving a great feature is relationships—building and nurturing them!
30+ excellent features including Delicious, Time Out, Body + Soul, The Australian, Style Magazine, Urban List, Broadsheet, plus more.
Without content, you having nothing. It is the fuel of your marketing campaigns—written, video, imagery...The Banya didn't have it. So, we went onsite from the very beginning to document. This is something we love to do where possible (it allows us to build great relationships by being there in person on the ground and we can immerse ourselves in the business). Our team shot video content pre and post launch to then create the reels that exploded the socials.
the wins
The Banya is featured in mid and top tier media outlets across Australia in the travel, dining, design, lifestyle, luxury, and style categories.
A surge of customers and customer generated content (CGC) came through following a completely booked out launch period.
They continue to be a loved location for tourism and locals in the growing Northern Rivers. We developed content systems to be used ongoing, with clear social guidelines and strategy.
There's more stories to tell
Explore the wins we've achieved for other clients just like you.
