Asahi Brewing enlisted Three Plus to provide and execute a communications strategy to successfully launch the impressive entertainment precinct 4 Pines Brewing at Landers Pocket near Brisbane Airport.

The biggest entertainment quarter (by area) to open in Brisbane this decade is a partnership between a locally owned and run venue, and an interstate brand with an international parent company.

Achievements
  • Reaching an audience of more than four million via targeted media campaigns across all platforms (Channel 9 News bulletin, 4BC Radio, The Courier-Mail, Brisbane Times, SMH Good Food Guide, Urban List, Weekend Edition).
  • Building a profile for Landers Pocket as an attractive destination, in an area not previously associated with entertainment and hospitality.
  • Establish its presence as a corporate event space and grow the 4 Pines brand through our extensive relationships in TV, radio, print and digital media.
  • Additional international coverage from travel publications and websites.
  • Branding reimagined with local angles amplified, e.g. bespoke flavours brewed onsite and heritage of the location with relation to pine trees.

Pictured: The Lord Mayor officially opens 4 Pines Landers Pocket

Process
  • Develop and execute a branding campaign to amplify Landers Pocket as a stunning new entertainment venue across all media platforms, incorporating elements of the Destination 2045 Queensland Tourism Plan, Boldy Brisbane and Brisbane 2032.
  • Use exceptional local market knowledge to strategically target stories to media outlets to target audiences.
  • Use media savvy to identify milestone achievements – e.g. erection of signage, start of brewing, site inspections from interstate investors, fitout finalisation – and maximise coverage.
  • Work with client to host and MC the launch event and co-ordinate VIP guests.

Pictured: 4 Pines Landers Pocket – the centrepiece of a redefining hospitality experience for Brisbane

“Three Plus delivered exceptional PR leadership on the Landers Pocket launch in Queensland, going above and beyond to strategically leverage their local network and relationships to secure outstanding, high-impact positive coverage – an unequivocal recommendation for the team.”

Tom Machiels
Head of Brand Experience Asahi Beverage Ventures

In the media