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 media relations launch campaign followed by a second push leading into off-peak season, 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
34 media features
6 media famils
183M+ 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, Mamamia and Boss Hunting.
Coverage highlights include:
“I stayed Hide, Byron Bay, a place to slow down away from the crowds” - Escape
“Hide Byron Bay - Hotel Review” - Qantas Travel Insider
“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
“New adults-only Byron stay attracts the beautiful people (and the rest of us)” - Traveller, Sydney Morning Herald, The Age, Brisbane Times, WA Today
“I'm a busy mum and I've finally found the perfect beachside hotel for a total reset” - Mamamia
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.
“Working with Meg and the team at MHPR has been an absolute game-changer for us. As a brand-new hotel starting completely from scratch, we needed a strategy that would put us on the map fast, and Meg delivered beyond our expectations. From day one, her team hit the ground running. They secured coverage in major media outlets almost immediately, driving a massive increase in our audience reach and boosting our SEO in ways that continue to pay off. What truly sets Meg apart, though, is her dedication. She was consistently available to offer guidance and assistance whenever we needed it—even for things well outside her official scope. You simply don't find that level of genuine support and expertise very often. I cannot recommend Meg and the MHPR team highly enough!”
