South Africa’s leading home and lifestyle retailer, Weylandts entered the Australian market in November 2013 when they launched their first Australian store in Melbourne. Weylandts required a localised strategy and local support from a team who would be a natural extension of their team, helping to successfully launch into this new market.
Style Counsel developed a dynamic and fully integrated PR Launch Campaign for Weylandts to build brand awareness and ensure success from the outset. This was achieved through personalised introductions with the key editors of Australia’s leading home and lifestyle publications, a social media and blogger engagement strategy and a stellar launch event that gave media, industry and VIP’s a fitting introduction to this aspirational brand.
Style Counsel successfully launched Weylandts with a spectacular launch event for over 300 guests and generated significant national media coverage. Through Style Counsel’s introductions, media relations and social media activity, Weylandts has been positioned as a leading lifestyle destination brands and features regularly in Australia’s leading home and lifestyle media.
Weylandts opening night party was a sensory feast for all who attended, with innovative food installations including a dessert spoon wall and a ‘food evolution’ trough of delectable morsels from the sea through to land. Global music entertained guests with performances by 6-piece contemporary African jazz band, The Afrobiotics and soul sister, Kylie Auldist. And a fashion moment featuring the TM Collection, which is available in-store, stormed through the crowd to the beat of Djembe Drums overhead.
Guests included Melanie Vellajo, Tom Wren, Shaynna Blaze, Dani Wales and Duckie from ANTM. As well as Editor of Real Living, Deb Bibby and Steph Powell from Australian Home Beautiful who both flew down from Sydney especially for the launch.