YOMG | PR & Event Management
Bayly PR was engaged to lead YOMG’s expansion into Queensland, marking its first interstate growth beyond Victoria. With 16 established stores across Victoria, YOMG aimed to stand out in the competitive South East Queensland food scene, build brand awareness, and drive foot traffic to its Chermside, Burleigh Heads, and Pacific Fair locations. Initially focused on Queensland, Bayly PR’s successful campaigns led to an expanded scope, taking YOMG’s efforts to a national level.
what we delivered
Public Relations
Influencer Engagement
Event Management
THE STRATEGY
To introduce YOMG to Queensland, BPR implemented a multi-tiered strategy that included generating high-value media coverage across digital, print, and broadcast channels. The strategy also involved executing impactful store launch events to drive local engagement and utilising a targeted influencer famil program to amplify brand awareness and boost foot traffic to key locations.
THE RESULTS
The campaign featured three successful store launches in Chermside, Burleigh Heads, and Pacific Fair. Chermside alone secured 18+ media placements, reaching a potential audience of 7.6 million+. Launch events attracted over 150 attendees each, generating over 150 unique pieces of content and reaching a total audience of 1.2 million+ at Chermside and 3 million+ at Pacific Fair.
Influencer engagement and PR efforts resulted in increased foot traffic and national brand visibility, further solidifying YOMG’s position in the competitive SEQ market. BPR’s strategic approach set a scalable foundation for future expansions, ensuring long-term brand growth.
