The Grounds of Alexandria
A landmark cafe, restaurant & bar, garden, bakery & patisserie, coffee roastery, animal farm, florist, markets and more
SERVING UP INNOVATION
When The Grounds of Alexandria approached us, they were particularly keen to increase the frequency of media coverage, as their previous PR agency under-delivered in this area. McKell Media managed a 16-month campaign which integrated the key pillars of this carefully-curated venue, including food, interiors, entrepreneurship and styling. We constantly developed creative and innovative approaches to story angles and used a range of content such as recipes, expert tips, thought leadership and sharing the brand’s constantly innovating story. This approach and the high-quality content resulted in some stellar coverage.
Over 16 months, McKell Media generated 171 pieces of quality coverage across several top-tier print and online food, hospitality, business, lifestyle and health publications, as well as TV, with a combined reach of over 50 million people. We averaged 9 placements per month, well above our original KPI of 4. Highlights included:
Business profiles on The Grounds founders, Ramzey Choker and Jack Hanna, in major business print and online publications such as CEO Magazine, Men’s Health and The Australian.
Top Tier Press
Expert tips, comments & recipes by The Grounds Head Stylist, Therese Moussa and Executive Chef, Paul McGrath featured in numerous top-tier publications such as Vogue, Women’s Health, Country Home Ideas and Australian Traveller.
From the pop up Grounds by the Sea to the Valentine’s Day laneway activations and the Easter egg spectacular we secured a variety of press, securing Channel 7 and 10 to cover the Grounds giant chocolate Easter egg plus front page coverage on Central Sydney and features in targeted Sydney press.
Their professionalism and hard work in executing a tailored strategy raised the profiles of our experts and strengthened The Grounds brand as a whole
IN THEIR WORDS
“It was a pleasure to work with Justine and her team at McKell Media. Their professionalism and hard work in executing a tailored strategy raised the profiles of our experts and strengthened The Grounds brand as a whole.
From start to finish, the team delivered quality & consistent placements across a diverse range of media outlets including TV, radio, print and online media.”
Amy Caltabiano - Marketing Manager