In a bustling city like Sydney, standing out from the crowd takes more than just good products or services—it takes smart, strategic PR. Over the years, some Sydney-based brands have harnessed the power of public relations to boost visibility, credibility, and customer trust. In this case study, we highlight a few standout examples and reveal the tactics that made their campaigns a success.
1. Bondi Sands – Owning the Aussie Beach Lifestyle Globally
Industry: Skincare / Beauty
What Worked: Strategic celebrity partnerships & media storytelling
Bondi Sands turned an everyday Aussie product—self-tanning lotion—into a globally recognised brand. The key? Clever PR. From featuring in major beauty publications to collaborating with influencers like Kylie Jenner and Anna Paul, they consistently aligned their messaging with the aspirational Aussie beach lifestyle.
PR Tactics Used:
- Leveraged their local identity (“Born in Bondi”)
- Combined influencer buzz with traditional media coverage
- Featured in lifestyle segments across TV and online outlets
Result: Massive global brand recognition and trust, with strong roots in Sydney PR storytelling.
2. Go-To Skincare – Real Talk That Resonates
Industry: Skincare / Wellness
What Worked: Founder-led media & authentic storytelling
Founded by ex-beauty editor Zoë Foster Blake, Go-To used transparent, witty communication to win over customers and journalists alike. The brand landed regular coverage in national media outlets, thanks to Zoë’s media-savvy approach and relatable story.
PR Tactics Used:
- Founder media interviews and thought leadership
- Relatable tone of voice in press releases and website content
- Consistent coverage in beauty, business, and wellness media
Result: Trusted cult status in the skincare market, with a strong emotional connection to their audience.
3. Gelato Messina – Quirky Campaigns & Limited Drops
Industry: Hospitality / Food
What Worked: Timely, playful campaigns that earned organic media
Gelato Messina doesn’t just make ice cream—they create experiences. Their ever-changing menu, pop culture-inspired flavours, and over-the-top event collaborations (think Game of Thrones or Harry Potter) regularly land them in the press.
PR Tactics Used:
- Creative limited-edition releases
- Regular media drops to food writers and lifestyle bloggers
- Bold social media presence that complements PR outreach
Result: Consistent media buzz and a cult-like following, fuelled by playful public relations.
What These Sydney Brands Teach Us About PR
Across different industries, these brands all mastered the same fundamental PR principles:
✅ Consistency in brand voice
✅ Telling a compelling story
✅ Building media relationships
✅ Timing campaigns with cultural moments
Whether you’re a startup or a seasoned brand, the lesson is clear: PR isn’t just a “nice-to-have”—it’s a powerful growth engine.
Need Help Building Your Brand’s Media Presence?
At Believe Advertising & PR, we help Australian brands—from emerging entrepreneurs to national names—secure media coverage that builds trust and drives real business results. Whether you want to land features in Sydney Morning Herald, Daily Telegraph, or national TV, we know how to get your story heard.