Sunnybank Lunar New Year 2025 | Event PR

Experience Sunnybank engages Bayly PR to deliver a high-impact campaign promoting its annual Lunar New Year celebrations. The objective is to build anticipation, increase visitation, and reinforce Sunnybank’s reputation as a premier destination for food and cultural experiences. With limited lead time, Bayly PR employs a strategic and agile approach, leveraging media and influencer networks to maximise reach and community engagement.

what we delivered

Public Relations
Event Management
Influencer Engagement

THE STRATEGY

BPR delivered a multi-faceted campaign designed to amplify Sunnybank’s Lunar New Year celebrations. Efforts included targeted outreach to key lifestyle, food, and travel publications to secure earned media coverage. A curated Progressive Dinner Experience, led by Sunnybank Food Tour Guide, Tony Ching, immersed influencers in the local culinary scene, encouraging authentic content creation through geo-tagging and interactive storytelling. Despite time restraints, the strategy remained focused and results-driven, positioning Sunnybank as a leading cultural and gastronomic destination.

THE RESULTS

The campaign significantly boosted Experience Sunnybank’s visibility and visitation while strengthening its cultural positioning. Key outcomes included:

  • 19 media placements across major outlets such as Courier Mail, Brisbane Times, Concrete Playground, and The Urban List, reaching an audience of 13 million +

  • Influencer engagement through the Progressive Dinner Experience led to 18+ content pieces across Instagram, TikTok, and YouTube, with a total reach of 111K+

  • Over 34K video views and strong social media engagement from food and culture-focused audiences