In 2014, TORSTAR was approached by OMEGA to generate brand awareness for the opening of the OMEGA store in Westfield Bondi Junction and the launch of the iconic ‘Dark Side of the Moon’ timepiece.

TORSTAR was responsible for engaging media, bloggers, celebrities and key influencers to attend both the store opening and the gala launch event. TORSTAR was also charged with securing top tier media opportunities and luxury fashion features for OMEGA President Mr Stephen Urquhart.

TORSTAR’s approach leveraged our relationships with key bloggers, influencers, and celebrities to engage with activities around the launch including a private viewing of the new store, one-on-one media briefings and the Dark Side of the Moon Launch event.

Attendees included models Abby Lee Kershaw and Montana Cox, and senior editors of luxury fashion titles.

The multifaceted campaign generated premium coverage across luxury digital and print titles, blogs, general and business news, fashion news and generated buzz across multiple social media platforms.

Highlights included feature stories in BOSS magazine, The Australian, Golf Digest and Time + Tide.

The reach generated from press coverage alone exceeds $8million.