MILK & CO
The Brief - Implement a multifaceted and targeted PR strategy (brand and profile)
to achieve ongoing press coverage for Milk & Co and Founder Michael Klim, to
enhance the brand's credibility and recognition in the crowded skincare/grooming market.
The Outcome - Even a decade after the launch of Milk & Co, the brand and Michael
continue to remain top of mind with beauty, lifestyle, parenting, news, men's/women's interest and sports media. In that time, we have re-launched product ranges, generated high profile press opportunities for Michael Klim, secured ongoing press momentum for the three skincare lines; His, Her and Baby, coordinated paid influencer programs and produced brand photoshoots. During the past four years over 300 million readers have been reached - that's the population of Australia twelve times over!
The Brief – Position F45 as the premier fitness program in the world through the use of their latest international fitness influencer Paige Hathaway and founder Rob Deutsch to health and business media.
The Outcome – National media coverage was achieved via the Today Show, Pedestrian TV,
Body + Soul, 9Coach, The Sunday Telegraph, news.com.au, Australian Men’s Health, Wentworth Courier, Australian Women’s Health and the Robb Report. This successful project resulted in Moskos Communications appointment to launch the F45 Challenge Meal campaign – where in excess of 30,000 meal kits were sold in Australia during the 8-week challenge.
The Brief – Launch Premedy to health and lifestyle media through a bespoke media
event and position Premedy as Australia’s premium probiotic brand and leaders in
the education of the microbiome.
The Outcome – A highly visual and interactive cooking launch event for Premedy
assisted with establishing Premedy’s position in the health and wellness space –
led by brand ambassador Sarah Holloway and chef Lee Holmes. Within six month,
Premedy has reached over 21 million people through premium publications to
include Body + Soul, Whimn, BEAUTYcrew, Popsugar, Australian Women’s Health,
MiNDFOOD, Better Homes & Gardens, 9Honey & WHO Magazine.
The Brief - Drive mass brand awareness and establish Oil Garden as the leading pure essential oils brand in Australia, through ongoing strategic PR activity and media & influencer relations.
The Outcome - To establish the brand as an industry leader and drive key messages a multifaceted PR strategy was created to include the procurement of Brand Ambassador Magdalena Roze, third party expert alignments at key calendar times (for example: Sleep Specialist Olivia Arezzolo for Sleep Day), paid KOL campaigns, gifting/ sampling programs and extensive targeted pitching. This approach has led to continual press momentum for
Oil Garden often seen featured in Studio 10, House of Wellness, Australian Women's Weekly, Woman's Day, Body + Soul, Better Homes & Garden and 10Daily.
PROVINCIAL KITCHEN HOMES
The Brief - Secure VIP news, home & lifestyle press coverage for Provincial Kitchens
Home and position Founder Dominique McAdam as a leading expert in the premium
kitchen space, with a niche focus on Hamptons and provincial interiors.
The Outcome – Held at Provincial Kitchen Homes showroom, Australia's top home media,
interior designers, architects and personalities attended the intimate brand re-launch,
sponsored by leading like-minded brands Winning Appliances and Vintec. The event
spearheaded extensive media opportunities for Provincial Kitchen Homes and established
Dominique as the go-to kitchen expert, securing features in Home Beautiful, House &
Garden, Vogue Living & The Daily Telegraph. Additionally, Moskos Comms was able to
achieve organic press leaders for sponsors.
The Brief – To secure a brand ambassador to amplify the launch of Le Tan Uber Stay,
Australia’s first 10 day self-tan into the Australian market.
The Outcome – As Le Tan’s Uber range is about next generation tanning, Influencer
Chloe Szep was identified as a brand ambassador to create hype and buzz to launch to
consumers. Moskos Communications worked alongside Chloe to create YouTube videos,
IG content and imagery showcasing the tan over 10 days for billboard use. This activity
was amplified through media relations with coverage appearing in Studio 10, Whimn, Beauty
Heaven, Beauty Directory, Esprit Magazine, BEAUTYcrew, Sitchu, New Idea, Herald Sun & Ok! Magazine.
ATC - THE EVEREST
The Brief – Cement The Everest as the must attend event in Sydney’s spring racing season and secure an international artist with broad appeal to maximise the events exposure and perform a concert in The
Theatre of the Horse.
The Outcome – Record crowds were once again achieved for The Everest 2019, with numbers increasing from the 2018 sell-out crowd, an impressive outcome considering in this same year, the Melbourne Cup’s attendance was the lowest it has been in 24 years. Adored by the Australian media, Kelly Rowland partook in exclusive interviews with Nova Radio, KIIS Radio, Today Show, Today Extra, The Daily Telegraph & Now to Love. Media coverage was additionally achieved across an array of broadcast, print and online publications to include Sunrise, 7 News, The Morning Show, 9 News, The Daily Edition, 2GB & 2DAYFM.
The Brief – To promote premium essential oil brand In Essence to relevant luxury lifestyle and home media and amplify the brands awareness through media coverage, collaborations, influencer and brand ambassador activity.
The Outcome - As a result of Moskos Communications highly successful PR campaign for
all natural essential oil brand Oil Garden, we have been appointed as premium essential oil
brand In Essence PR agency for 2020. Within two months, we have already produced coverage with Marie Claire, Better Homes & Gardens, WHO, Body + Soul, Beauty Heaven, BEAUTYcrew & Whimn.
BOOMING - MARCUS RILEY
The Brief – Position Marcus as an authority on positive ageing and amplify through the launch of his book Booming to establish him as the go-to Positive Ageing Advocate in Australia.
The Outcome – Hosted by journalist and television presenter Lisa Wilkinson, Booming was
officially launched into the Australian market to relevant lifestyle, news and industry media.
This, coupled with Marcus’ expertise in the aged-care space has created a unrivalled response from media with Marcus featuring in countless top tier publications including Channel 7 News, Sky News, Today Extra, The Australian Women’s Weekly, ABC Radio National, Better Homes & Gardens and The Australian.
The Brief - Launch first-to-market freeze-dried supplement range Vmores to Australian
media and influencers, to achieve mass awareness of the launch for eventual planned
launch into the Chinese market.
The Outcome - Through the procurement of model and presenter Laura Dundovic as Vmores Brand Ambassador, procurement of third-party-expert Nutritionist Luana Marchi and coordination of the Vmores brand launch at the Vogue Festival in Adelaide combined with media and influencers relations coverage was achieved in a number of media channels, including Sky News, Harper's Bazaar, Marie Claire, Fitness First, Mamamia’s YouBeauty, Vogue, Body+Soul and 9Honey. ;
The Brief - Engage and secure credible Australian celebrities and influencers to drive key
brand messages for HIVITA across their own channels and use their content to target news,
lifestyle, health, parenting and beauty media.
The Outcome – Through securing a number of paid brand advocates including Jules Sebastian, Monika Radulovic, Beau and Kara Ryan, Lauren Kate and Jacqueline Alwill we were able to achieve heightened press momentum including placements in Woman's Day, Better Homes & Gardens, New Idea, Sun Herald and The Daily Telegraph. Additionally, HIVITA was able to use the ambassador content across their own web and social media platforms and thus, increase their social following and sales.
The Brief – Launch Australian made and owned skincare brand Golden 8 into the Australian beauty market and generate positive media coverage for Golden 8 to use as leverage to secure distribution in the Chinese market.
The Outcome – A multi-faceted approach was adopted through the use of brand ambassador and wife of Outback Wrangler Kaia Wright, a beautiful media launch event and creative quintessential Australia Day essential mail out to influencers to increase social media coverage.
Publicity was achieved in an array of titles to include Today Extra, Today Tonight, Studio 10,
Woman’s Day, New Idea, NW, TV Week, Prevention, MiNDFOOD, Sporteluxe, Daily Telegraph
& Beauty Heaven.
ATC - THE EVEREST
The Brief – Launch the inaugural The Everest to the Australian public and secure an i
international draw card performer to lure the next generation of racer goers to the track.
The Outcome – The inaugural The Everest attracted the biggest crowd a Randwick race
day had seen this century with over 33,500 in attendance. Of the 20,000 tickets that were
pre-sold 60 per cent were purchased by those under 30 years of age. Jason’s participation
in a full media day resulted in 69 press breaks.
Moskos Communications worked in conjunction with Flying Fish to produce a suite of Media Assets including brand overview, targeted releases and brand ambassador quotes for the company to use across all social platforms
From May 2016 to May 2017, Moskos Communications worked closely with Co-founders
Jonathan Barthelmess and Sam Christie of the famed restaurants Cho Cho San and The
Apollo to launch their seasonal menus. Our second focus was to secure editorial opportunities for both venues along with profiling opportunities for Jonathan and Sam.
The Brief – A short and sweet campaign to launch Being Brave, a novel and personal development guide for young girls on self-esteem and resilience and generate positive media coverage for the book and its messages.
The Outcome – Capitalising on the timing of October’s National Bullying Prevention Month,
extensive media coverage resulted in an Australian audience reach of over 61 million – In just four months! Marie Claire, Sky News, Girlfriend Magazine, Kidspot, Now to Love, Herald Sun, Daily Telegraph, Body + Soul and Total Girl are amongst the publications that Being Brave featured in.
The Brief – Keep LUMA top-of-mind with relevant beauty media and influencers while educating media and influencers on key SKUs, product USP and benefits to ultimately generate coverage and awareness for the brand.
The Outcome – In 12 months, Moskos Communications achieved a total of 334 pieces of coverage across media and social media platforms, with a total reach of over 101 million. We were able to more than double the number of PR clips year on year from 2018 to 2019.
ATC - THE EVEREST
The Brief – Capitalise on the success of the inaugural The Everest and engage an
international draw card performer to entice a young audience’s attendance.
The Outcome – By securing former One Direction band member Liam Payne, the event
generated more than 350 media breaks, a 200 per cent increase in the inaugural year’s
media results. Record crowds of more than 40,000 attended the event with 60 percent
of patrons attending the races for the first time.