Project Description

Brand Strategy, Brand Launch, Brand Ambassadors, Cross Promotions and Co-Branding, PR, Social Media Strategy, Bloggers, Editorial Creation, Competitions

A globally trusted and recognised brand, Reed Exhibitions is the world’s leading organiser of consumer and trade exhibitions.

In Australia, they run over 20 events each year covering a broad range of industry sectors including gift, beauty, hair, mining, manufacturing, medical, print, travel and gaming.

With over a decade’s experience in running hair and beauty shows (Sydney International Spa & Beauty Expo, Hair Expo and Salon Melbourne, Reed Gift Fairs & Life Instyle); Beautiful You Australia first came about in 2014, launching in Melbourne for an amazing shopping weekend along with over 100 brands, the very best experts & speakers, celebrities, and all the latest tips, tricks & how-to’s on beauty, fashion, health, happiness and anti-aging.

Aimed as a visionary and ground-breaking experience to educate, inspire and empower Australian women, the live event was exactly what Australian women were looking for.

Girl PR Agency were engaged to launch the event and to create a PR and media strategy in order to build brand awareness, drive traffic to the Beautiful You Australia website and to encourage ticket sales.

The event was split into five categories, Glamorous You, Happy You, Healthy You, Stylish You and Younger You; and covered areas of hair, beauty, career, finance, travel, diet, fitness, wellness, trends, shopping, skincare and anti-aging.

To create stand out interest in the event and website, Girl PR Agency began by enlisting primary celebrity ambassadors representing each of the focus categories. These ambassadors included Jules Sebastian, Carmelo Pizzino, Kate Johnson, Alannah Hill, Blake Worrall-Thompson and Jennifer Hawkins.

In creating a larger media story, Girl PR Agency offered interviews and engaging editorial to target media platforms utilising each ambassador.

Girl PR Agency further worked in securing beneficial co-branding relationships to attend and promote the event to their databases including TONI&GUY, Adidas Australia, Rebel Sport, Alannah Hill, Tangle Teezer and Fernwood Women’s Health Clubs. We then created editorial and content as an extension of these partnerships.

Girl PR worked with Beautiful You Australia in creating engaging content, SEO and media-friendly stories subsequently pitching to TV, radio, news media, magazines, online, Bloggers and social media.

A social media campaign was created driven by the Ambassadors posting images of themselves ‘feeling beautiful’, asking the question ‘What makes you feel beautiful?’. The audience was encouraged to post their own images to win the ultimate weekend with a girlfriend to attend the Beautiful You Australia event; including a makeover, tickets, flights and accommodation.

We further obtained regular competition prizes to promote the show posting on the Beautiful You Australia website and social media channels.

Coverage included Yahoo7!, YuStyle, Girlfriend, SheSaid, ShoptilYouDrop, Cleo, Dolly, The Australian Women’s Weekly, Cosmopolitan, Drop Dead Gorgeous Daily, Style Icons, Lustre, Marie Claire, OK!, Women’s Health and Fitness, Fashion Weekly, Sunshine Coast Daily, Smooth FM, Mouth of Mums, Forte, Being Fifty Something, The Foxy Press, Jules Sebastian, Get Beauty, The Fashion Spot, Pop Sugar and multiple fashion, beauty, style, health and well being, fitness, self-esteem and anti-aging Blogger networks.