Hide Byron Bay x MHPR
Objective
Position Hide as Byron Bay’s newest adults-only luxury wellness retreat, driving strong national awareness across travel, lifestyle and design media while establishing Hide as a must-stay destination for discerning travellers seeking calm, considered luxury..
Strategy
MHPR delivered a 4-month targeted launch and sustained media relations campaign, leveraging Hide’s adults-only positioning, wellness bathhouse offering, architectural design and Byron Bay location. The strategy combined tailored media pitching with curated media stays, hosting key journalists to experience Hide firsthand and generate in-depth, authentic reviews. This was supported by ongoing relationship management, strategic follow-ups and asset distribution to secure premium features, destination round-ups and long-form reviews across top-tier travel, lifestyle and news titles.
Results
26 media features
4 media famils
73M+ total reach
Coverage in top tier titles including Qantas Travel Insider, Traveller, Daily Mail, Eat Live Escape, Escape, Australian Traveller, Concrete Playground, Urban List, Style Magazines and Boss Hunting.
Coverage highlights include:
“I stayed Hide, Byron Bay, a place to slow down away from the crowds” - Escape
“Hide Byron Bay” - Concrete Playground
“Hotel Review: Hide Byron Bay, A Boutique Luxury Escape” - Eat Live Escape
“An Adults-Only Wellness Retreat Has Just Opened In Byron Bay” - Style Magazines
“The ultimate Byron Bay accommodation guide” - Australian Traveller
Impact
Coverage consistently positioned Hide as one of Byron Bay’s most exciting new luxury openings, spotlighting its adults-only concept, wellness bathhouse, architectural design and elevated guest experience. The campaign delivered strong brand credibility, long-term discoverability and firmly cemented Hide’s place among Australia’s leading boutique luxury stays.
