Adina Watches is a long-standing watch brand synonymous with quality, design and craftsmanship since the 70’s, making Aina Watches one of the oldest and only remaining watchmakers in Australia. The father-and-son family business produces all of their 40 000 watches annually by hand in their Brisbane workshop.
Challenge
Adina Watches was looking to build their brand not only through product-based promotion but through sharing their business story with the wider (business) community nationally. Being a father-and-son family business and operating since the 70’s there was a good story to be told.
Strategy
We developed a media outreach strategy that encompassed company news such as new product releases, sharing of the story behind the long-standing watch brand, and personal profiling of Grant Menzies, the GM of Adina Watches.
Effect
In specialising as brand storytellers and in particular to personalise the story, we gained a lot of media interest and outcomes. This included coverage across major newspapers, business titles and consumer publications, live radio (2UE) and prime time TV with Kochie’s Business Builder. Additionally, we arranged for collaborations with key target audience magazines such as Profile Magazine, Chronograph Coutour, and Men’s Fitness Magazine, to name just a few. A highlight was sharing of the story about the bespoke ‘Thin Air’ watch which was taken to the summit of Mt Everest and back.
Needless to say, we have reached an ever-growing audience of watch-wearing readers across consumer and business publications, exceeding expectations and earning us big smiles from Adina Watches.