Case study: The Admiral’s Collection

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Related areas of service: Media Relations; Events

In February 2010, Font PR were engaged by Hobart business couple Marie-Chris Lottenbach and Terry Cromer to deliver a range of public relations services designed to increase the profile of their new five star accommodation enterprise.

Marie-Chris and Terry had already established two first class apartments onHobart’s waterfront, The Admiral’s Loft and The Admiral’s Suite, which were being successfully managed by Sullivans Cove Apartments.  After purchasing two additional penthouses, to also be managed by Sullivans Cove Apartments, our clients determined that their collection of four properties would benefit from being grouped beneath a masthead brand – The Admiral’s Collection.

Font PR were engaged to develop and launch the new brand and to generate exposure for our clients’ new luxury properties, named The Admiral’s Penthouse I and The Admiral’s Penthouse II.  Drawing on his vast tourism industry experience, Font Public Relations’ Strategic Partner, Richard Crawford, consulted with our clients to develop agreed priorities and to design precise action plans to be delivered over a six month project timeline.

The primary activities successfully delivered between February and August 2010 included the provision of all content for a new website and brochure, creation and distribution of media releases, engagement with Tourism Tasmania, hosting of travel journalists, the development of a media kit, and the staging of an official cocktail party launch.

All of the above activities were delivered on time and on budget, with key outcomes including:

  • 80 travel industry, corporate, government and media representatives attended the official launch
  • Media releases distributed to 500 travel and leisure media in Australia and overseas
  • A front page picture story in Hobart’s Mercury newspaper on 29 June 2010, below

At the conclusion of the project, our clients conveyed the following thoughts,

“Font PR did everything the said they would do, and more.  We were extremely impressed with the quality and thoroughness of their work and for us to get a front page story in the Mercury was the icing on the cake for our new business. Font PR’s expertise and professionalism is second to none in Tasmania and for high quality outcomes and advice, they are well worth the investment”    Marie-Chris Lottenbach, The Admiral’s Collection.

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