The brief

Pavilion engaged Pead to deliver a strategic PR launch. The objective was to generate strong awareness ahead of opening, position Pavilion as Queenstown’s newest must‑visit dining destination, and build long‑term brand credibility across lifestyle, food and travel audiences.

With multiple venues and experiences to introduce simultaneously, the challenge was to clearly communicate Pavilion’s scale, personality and offering while cutting through a highly competitive hospitality and tourism media environment. The campaign needed to resonate locally, while also capturing national and Australian attention to drive visitation from domestic and international travellers.

Pead delivered a phased launch campaign combining local media engagement, national and Australian outreach, launch event assistance, strategic interviews, premium editorial placements and select paid partnerships to sustain momentum beyond opening.

Coverage included a Viva cover and feature, a Sunday Star‑Times feature, QT Magazine double-page spread, Denizen and Kia Ora placements, and extensive regional and national visibility – firmly establishing Pavilion Bar & Kitchens as one of Queenstown’s most talked‑about new openings.