Hatching Communications was tasked with launching Alba Thermal Springs and Spa, a luxurious geothermal springs, spa and fine dining destination on Victoria’s Mornington Peninsula.

Through a mix of traditional PR including media relations and hosting, event management, influencer marketing and hosting, and social media strategy and execution, we helped tell the story of Alba Thermal Springs to drive anticipation of its opening and sustain publicity in the following months.

Pitching program: We proactively pitched the story announcing Alba’s opening to travel, design and lifestyle media nationally, across print and digital, including freelance writers.

Individual famil program: through tailored pitching, key Australian Media were secured to visit Alba with confirmed famils to date including Conde Nast Traveller, AFR: Life & Leisure, delicious, Traveller, Gourmet traveller, Broadsheet and Concrete Playground.

Influencer relations: to actively engage via social media, we arranged for top tier influencers and KOLs in the wellness and lifestyle space to experience Alba bathing and dining in exchange for social media coverage. We achieved this through various small group ‘influencer’ days, designed specifically for hosting intimate dining experiences.

Social media: Hatching worked alongside Alba Thermal Springs’ design agency to establish tone of voice and maintain clear and consistent messaging throughout their social media channels. Creating monthly content plans and curation of an image bank, we launched Alba Thermal Springs Instagram and Facebook handles, and have grown these accounts to 51,000+ followers.  

To date, we have hosted journalists from major Australian and International travel publications including Conde Nast Traveller, Stellar magazine, Broadsheet, delicious, Gourmet Traveller, The Weekend; Australian + Luxury, Concrete Playground, QANTAS Magazine, Domain Review and Traveller. Each hosting experience has resulted in coverage form these publications.  

Hatching communications have hosted two events to assist with the launch Alba and their in-house restaurant Thyme, with some of Melbourne’s leading influencer including Jessica Nguyen, Twice Blessed and Sarah Todd.  Additionally, alliances have being forged with leading brands including Porsche Australia.