Our Brief

• To stimulate a promotional opportunity, in a nationally syndicated high-end magazine, for Cairns International Hotel, highlighting its luxurious
• To stimulate a promotional opportunity showcasing The Spa at Cairns International around the promotional theme of luxury travel and blissful spa indulgence.

Our Work

In June 2008 McMillan Communicators developed a national promotional opportunity for our clients Cairns International Hotel and The Spa at Cairns International to showcase its diverse portfolio of luxury accommodation and indulgent spa treatments as well as promoting The Spa at Cairns International’s’ preferred spa care partner, Pevonia Botanica’s professional body and spa care line.

Our Results

Due to pre-existing relationships with Marketing Managers and Editors at various ACP and Pacific Magazine publications McMillan Communicators successfully approached Harper’s Bazaar to generate such an opportunity.

To enhance the total value of the prize proposal, as to create the opportunity for additional coverage, McMillan Communicators successfully negotiated with Pevonia Botanica to support the Cairns International Hotel in this promotion sponsoring airfares for two adults; as well as two Pevonia Botanica gift packs. Subsequently, this increased the total value of the prize proposal and allowed McMillan Communicators to successfully negotiate additional coverage across Harper’s Bazaar’s’ website.

Our Success

• Media coverage achieved was diverse in terms of paper print and online publicity; measured by the value of the promotion coverage, as well as the number of entries in the promotion
• This promotion highlighted the diverse services and products available from both clients

A copy of this promotion is available upon request.