case studies
ThirdHome
Positioning ThirdHome for a Successful Australian Launch Among Affluent Travellers and Luxury Second-Home Owners
An integrated public relations strategy that built brand awareness, secured national media coverage and positioned ThirdHome among affluent second-home owners through premium partnerships, exclusive events and strategic media engagement.
36
MEDIA PLACEMENTS
25
JOURNALISTS ATTENDED A MEDIA FAMILIARISATION HOSTED AT WINGS GOLD COAST HINTERLANDS
40
NEW AUSTRALIAN THIRDHOME MEMBERSHIPS GENERATED
6
SIX-MONTH INTEGRATED
PR & EVENTS CAMPAIGN
Overview
ABOUT
CHALLENGE
WHAT WE DID
IMPACT
ThirdHome entered the Australian market with an innovative luxury travel proposition but little local brand awareness. Success depended on reaching affluent second-home owners, educating the market on a new membership model and positioning ThirdHome as the premium global home exchange network for discerning travellers.
Launching a premium international brand into a new market required more than media exposure. The campaign needed to build trust with a highly selective audience, generate national awareness and create meaningful engagement with high-net-worth homeowners while establishing ThirdHome's reputation among Australia's luxury travel, property and lifestyle media.
We developed and delivered an integrated six-month public relations campaign combining strategic media relations, influencer engagement and premium brand experiences. This included managing the Australian launch event in partnership with Fairfax & Roberts Diamonds, coordinating VIP guests and luxury partners, hosting an exclusive luxury media familiarisation stay at Wings Hinterland on the Gold Coast, managing ambassadors and securing national media opportunities across business, property, luxury, travel and lifestyle publications.
The campaign successfully introduced ThirdHome to the Australian market, generating widespread national media coverage and establishing the brand within Australia’s luxury travel and property landscape. Extensive editorial exposure reached affluent second-home owners and supported 40 new memberships during the launch period.
FEATURED IN
Robb Report • Condé Nast Traveller • Vogue Living • Mansion Global
• The Australian Financial Review • The Sydney Morning Herald
• The Australian • Domain • Qantas Travel Insider • New Zealand Herald • Sky News • 7NEWS • Urban List • realestate.com.au
• Yahoo Travel
Media familiarisation hosted at Wings Gold Coast Hinterlands
CAMPAIGN INSIGHTS
Building Trust to Drive Qualified Memberships
Launching a luxury membership brand required more than publicity. The campaign focused on building credibility through respected media, premium partnerships and carefully curated brand experiences that resonated with affluent Australian homeowners.
Experiential PR strengthened media engagement
Rather than relying solely on press releases, journalists experienced the brand first-hand through an exclusive overnight stay at a luxury ThirdHome property. This immersive approach generated richer editorial coverage and stronger storytelling across travel, luxury and lifestyle media.
Premium partnerships elevated brand positioning
Strategic collaborations with luxury brands including Fairfax & Roberts Diamonds and Wentworth Galleries reinforced ThirdHome's premium positioning and helped introduce the brand to a highly qualified audience aligned with its membership offering.
National media built awareness at scale
Coverage across leading business, luxury, travel and property publications established ThirdHome's Australian presence, creating broad awareness while supporting membership enquiries from
high-net-worth homeowners.
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