Since 2021, we have partnered with Alba Thermal Springs & Spa, leading the communications strategy and media relations for one of Australia’s most acclaimed wellness destinations. Our role spanned pre-launch brand evolution, website and digital establishment and built anticipation for a tri-phased opening through sustained storytelling, ensuring Alba’s launch felt both rare and accessible — a destination that inspired desire and delivered immediate bookings.

Positioned against luxury hotels as much as established spas, Alba was built to attract discerning wellness-seekers, couples, groups and international travellers. We launched a complete brand ecosystem across identity, website, CRM and social channels, while an integrated PR and influencer program established its voice within luxury, lifestyle and travel media.

From early brand storytelling and design to high-profile previews, opening events and ongoing reputation management, our strategy elevated Alba from a local opening to a globally recognised retreat. The result is an award winning destination that drives visitation, exceeds forecasts and continues to define Australia’s place in world-class wellness tourism.