Case Study
Presenting Swifty: The new beer brand colab between Royalburn Station and Garage Project
Client:
Royalburn Station
The Project:
The Challenge
The vision of Royalburn custodians Nadia Lim and Carlos Bagrie is to create the blueprint for permaculture, ethical food production and diversified revenue streams –demonstrating that large-scale farming operations can be profitable and sustainable.With an impressive range of farm products – from pasture-raised eggs, market garden produce, lamb and charcuterie, wool rugs, wedding/events tourism and a tasty beer colab with renowned brewers Garage Project – there is no shortage of stories. For this particular project, timings and supply constraints required us to undertake a ‘soft launch’ of the beer brand before it hit supermarkets nationwide.
The Approach
Our goals included: Helping Nadia and Carlos build lasting relationships with local media; ensuring the right messaging for the farm, Royalburn’s ethos and industry expertise was communicated; and that the region (and eventually NZ) would know about Swifty (which happens to be delicious). We worked with the Royalburn Station team to prepare a comms plan for the launch of Swifty to the local market (it would be a few months before the beer was released nationwide). Preparation work involved introducing key stakeholders to build relationships with Nadia and Carlos before hosting a stunning exclusive farm tour event with media, tourism partners and Garage Project – topped off with sensational cuisine featuring Royalburn meat and of course Swifty beer. In addition to this activity, we undertook some proactive PR to promote the Royalburn Station’s new products – weddings/events and Farm Tours – as well as elevating Carlos’ profile in ag industry media. A fifth-generation farmer and a recipient of the 2024 Nuffield Farming Scholarship, Carlos is a key thought leader for the farming industry.
Results
Proactive media engagement resulted in great coverage, with Royalburn Station receiving more than 73 media stories, across a wide mix of newspaper, magazine and online outlets – including Stuff, BusinessDesk, Otago Daily Times, Farmers Weekly, Mountain Scene, Hospitality Business – to name a few.
The 73 media mentions came as a direct result of proactive releases and media relations. The cumulative potential reach from these media mentions was 1,453,973 and the combined advertising space rate (ASR) was $298,599 NZD.
Services
About Scope Communications
Scope Communications is a boutique marketing communications consultancy that specialises in digital PR. The consultancy helps brands gain visibility through the power of authentic storytelling, personal connections and digital insights. Scope Media offers strategic communications, crisis communications and reputation management, community engagement and stakeholder relations, digital PR, media relations and media releases, editorial and special publications, website copywriting for SEO and digital advertising.