Peninsula Hot Springs


We love bringing people together – and it’s always a pleasure when it involves treating them to healthy food and inspiring destinations.

Our regular client, Peninsula Hot Springs wanted to connect with different visitors at their beautiful wellness retreat on Victoria’s Mornington Peninsula.

Enter Q Strategies who devised an influencer & social media campaign bringing together a favourite food stylist and photographer, Shellie Froideveux, a high profile nutritionist, Kate Save and a collection of some of Melbourne’s esteemed food media, influencers and commentators.  We introduced special Dine & Bathe packages focusing on new healthy cuisine to match the wellbeing achieved from mineral bathing and showcased these through a series of influencer and media visits, content creation, new social media messaging and a gift voucher retail promotion.  Where else can you dine in your bath robe we asked?

The results (aside from being delicious, nutritious and relaxing) saw an uptake in new dining package reservations, revenue and new visitors.

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Q’s just wrapped up another luxury hotel launch campaign.

InterContinental Perth City Centre has successfully opened their doors to five star reviews from hotel guests, acclaim for their interiors and commissioned art collection and buzz for their bars and restaurants spilling into the city’s charming King Street precinct.

Q drew on our expertise for hotel launches and premium brand building to devise a PR & Communications Strategy for InterContinental Perth’s opening focused on profile, awareness and relationships to generate trial and build loyalty amongst target markets.

Activities and tactics were aligned to the international hotel group’s global glamour brand positioning as well as adding some local flair to media launch events in Sydney and Perth; an outreach program with key opinion shapers and taste makers in fashion, the arts, food and design; highly targeted media famils in collaboration with Tourism WA; a series of digital influencer activations in the spheres of travel, lifestyle and fashion; promotional concepts and partnerships as well as national media relations to help deliver pre-opening and post opening coverage in titles such as Belle, Vogue Living, Qantas Magazine and The Weekend Australian to the value of over $500,000.



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The bohemian St Kilda dining establishment originally founded by iconic Melbourne artist Mirka Mora has (re)opened as Tolarno Eating House & Bar.

A reinvigorated dining space and bar –  with Mirka Mora’s famous original wall murals still the centerpiece – plus a modern-Australian menu by Chef Sam Parslow will reinstate Tolarno as a place to gather, feast and commune over small and large plates and a smart wine and cocktail list.

Working side by side with the new custodians, Q helped prepare for the (re)opening. Our activity check list included a new brand identity for the restaurant and bar (thanks to our designer in residence, Pauline Mosley); a photo shoot of the interiors and menu offering with esteemed lifestyle photographer, Greg Elms; create a website and build Tolarno Eating House’s social media platforms.

A media launch ensured reviews by Melbourne’s key food and lifestyle media in print and digital publications and Q also secured a selection of the city’s top digital influencers to wine and dine at Tolarno to share the news of the (re)opening.

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Q’s recently been appointed to manage the PR strategy and campaign to launch Perth’s newest luxury hotel – InterContinental Perth City Centre. 

Getting set to open their doors by October 15, this luxury property in the city’s charming King Street precinct, will combine layers of stylish design details, a specially commissioned art collection featuring WA artists and a Club InterContinental with 240 elegant rooms and a floor of meeting suites.  The hotel’s restaurant and bars are also promising to be a dynamic addition to Perth – with everything from a roller door clad hole-in-the-wall diner (Graffiti), and a slick tapas and raw bar that spills onto the street (Heno & Rey) to a sexy reinvention of the classic grill restaurant (Ascua) and an elegant Loft Lounge complete with al fresco lounge perched amongst palm trees and heritage buildings.

We’re excited to be drawing on our extensive international hotel and hospitality experience – as well as the chance for a home town project for Q’s Director, Susan Wright – to help the InterContinental team create a truly global hotel for Perth.



“Desayuna mucho, come más, cena poco y vivirás… ” roughly translates to // Eat a big breakfast, a bigger lunch, have a light dinner and you will live a long life //

This Spanish saying will come in handy as Q prepares for WORLD TAPAS DAY 2017 on June 16 – where Melbourne has been declared one of the 30 cities around the world to officially celebrate.

As part of our ongoing work with Spain Tourism, Q’s been charged with preparing the antipodean celebrations to herald Spain’s gastronomic icon!

A collection of Melbourne’s Spanish restaurants and bars has been procured to deliver a program of special menus and tapas, wine or beer matches for World Tapas Day; a VIP event is being planned with a guest list from dignitaries to foodies; Spanish wine, beer and producers are coming to the party, plus a campaign of publicity, social media and promotions is ready to roll.






Collating news in travel, design and gastronomy on behalf of new client, MIELE has felt less like work and more of a passion project for the team at Q.

Partnering with Miele’s marketing agency DOMOCO, Q has helped bring to fruition ‘Miele for Life‘ – a brand loyalty and customer engagement program for their 100,000 Australian and New Zealand customers.

A new online portal exclusive to Miele customers is now filled with event opportunities with ambassadors including chef Shannon Bennet, special offers with likeminded premium brands plus a raft of bespoke content Q develops to share the best, bold and beautiful in all things lifestyle.

From seeking out interiors, architecture and garden design trends; unearthing stories on wine makers, chefs and restauranteurs; profiling luxe accommodation or getaway inspiration, Q’s drawn on our network of esteemed travel and food writers, our business connections along with our own writing expertise to produce engaging brand content.  The Miele for Life exclusive site’s content is updated monthly, creating a new platform for B2C communication to truly set Miele apart from their competitors.


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The doors have just opened on Melbourne’s newest hotel – Four Points by Sheraton Melbourne Docklands – and Q Strategies have been at the helm steering the PR and communications for the launch.

The 273 room property provides the first international hotel for the Docklands precinct, with the largest room and meeting space in the area. The sparkling centrepiece is the 7th floor Sky Lounge complete with outdoor pool, jacuzzi, steam and gym and deck. A stylish lobby bar and relaxing all day dining restaurant complete the offer.

Q has worked closely with the hotel operations team, preparing for launch staging photo shoots of the extensive hotel facilities, building a digital presence, cultivating a social media profile, creating promotional partnerships and devising a launch event with key industry, corporate and political stakeholders. Media relations across international and national trade press has already resulted in critical travel and MICE industry coverage, while a variety of media stays and reviews have been arranged with national lifestyle and travel outlets from press, TV to digital to help put this new Melbourne hotel on the map.

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Nothing replaces experiencing something first hand, and Q’s Director has recently returned from personally hosting a familiarisation to Spain with leading travel and food editors to inspire Australian media to cover the destination on behalf of our long standing client, Spain Tourism.

Devising an itinerary with story angles in mind to appeal to the on line pages, magazine features, columns or supplements of national media outlets, this personalised famil trip took in the best of Spain’s traditions combined with the avant garde, classic and new in the areas of food, wine, architecture, culture, design and hotels.

While the trusted adage…”Tough gig” was heard many times, our ongoing representation of Spain Tourism always benefits from these hosted famils – not only in the tens of thousands of media coverage it generates from features and articles – but in fuelling our ever expanding knowledge and passion for such a fascinating destination! Watch this space for features set to appear from this latest visit.



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Creating and managing ‘owned media’ is a key component of Q’s work for our portfolio of clients – and while each project is different, the common focus is on building highly responsive, intuitive and shareable media that not only looks good but facilitates business enquiries.

Our recent work with Peter Rowland Catering (PRC) delved into the demanding wedding industry, where the ‘sales proposal’ to brides booking their dream wedding is changing dramatically.  To help PRC stay competitive, Q worked through a strategic brand re-alignment of their ‘Weddings by Peter Rowland’ offer that now aims to be a valued source of inspiration amongst the millennial wedding market. New sales tools, re-calibrated social media platforms as well as crafting a suite of new ‘owned media’ were devised including editions of a bespoke PRC Style Wedding Magazine filled with venue, food, styling and celebration ideas distributed at critical timings throughout the year or following a bride-to-be’s planning process.

Wedding enquiries and revenue are up by 20%.

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Our recent work with long time client Queen Victoria Market has seen Q not only promote the Winter Night Market season but create ways to add to the overall experience. 

Q devised a Night Market Cinema concept to add to the oh-so-Melbourne winter food and unique shopping on offer and broaden the Market’s appeal. We curated ‘Snack Sized Shorts’ too – with the expert services of Q team member Ghita Loebenstein, whose sideline work delves into producing art house cinema screenings.

Night Market Cinema’s program of short films screened under the historic sheds was not only loved by visitors, it opened up a host of extra promotion opportunities to complement the extensive PR campaign Q co-ordinated around the 2016 line up of food, entertainment and artisans. The combination of product and promotion has seen the most successful Winter Night Market season yet – record crowds, media coverage, social media engagement and growing interest from traders.



Santé to the quiet achievers!

Dominique Portet clocks up 40 vintages in Australia this year – a small drop in the ocean for a family boasting 10 generations of French winemaking. But to herald the milestone, Q’s collaborated with the Portet’s to devise a series of promotions and celebrations that match their vive la difference – an understated style that’s all about elegant wine and hospitality, not fashion statements.

From their Yarra Valley base, there’s the chance to chat with Dominique and son Ben at cellar door about their favourite vintages over petanque, raclette and red wine; be part of a cabernet master class with wine reviewer Nick Stock; enjoy a retrospective lunch with a menu of French classics from the past 40 years matched with museum wines in their Barrel Room or dine at Dominique’s favourite restaurants around the country for hosted wine dinners. We can’t wait to help produce the ’40 vintages en Australie’ celebrations and herald a business that conscientiously goes about their craft.  More at



The always innovative Yarra Valley Chocolaterie & Ice Creamery are constantly seeking new ways to achieve their vision of being the region’s most visited tourism destination.

Through Q’s partnership with business owners Ian & Leanne Neeland, we’ve worked side by side devising promotions, events and activities to delight visitors and keep people talking about their business long after the initial launch phase.

Understanding synergies between target markets, media appeal and on trend food ideas, Q’s helped create a series of seasonal events from the Ice Cream Festival in February; the recent Rocky Road Festival throughout May where their European chocolatiers reinvent the classic Aussie treat; to the upcoming Hot Chocolate Festival in August to ward off the winter chill.  Each event sees the Chocolaterie and Q collaborate to fine tune product and promotion – with the delicious results creating thousands of dollars of media exposure, visitation in typically quieter months, engaged staff and delighted customers! Check out for their next decadent promotion.


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One of Q’s most delicious clients – Wine Food Farmgate – has recently been awarded the Australian Tourism Award for Best Destination Marketing Program.

The self-guided gourmet road trip trail of renowned cellar doors and chefs hatted restaurants together with micro-producers, fledgling farm gate traders, orchardists and distillers was created by Mornington Peninsula Regional Tourism as a new way for visitors to discover the region.

Q supported the new initiative with a carefully tailored program of traditional publicity, blogger engagement, content creation for social media platforms & digital collateral combined with a series of media and influencer events in Sydney and Melbourne. The campaign has delivered $1 million of media coverage to date, created social media communities and increased visitation for the Wine Food Farmgate participants – helping add to the winning formula!

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Hot of the e-press is the Autumn issue of PRC Style – the latest edition in a collection of specially devised content Q creates for Peter Rowland Catering.

The seasonal e-magazine reinvents the old school corporate newsletter to deliver a compelling lifestyle read to PRC’s extensive client databases, stakeholders and potential customers.

PRC Style is amongst a raft of new look content Q has curated and developed for Peter Rowland Catering, providing an effective brand building tool that also generate enquiries.

Acting as Editor at Large, Q determines editorial inclusions such as latest food trends, cultural and sporting event previews and styling guides and creates the e-mag in collaboration with our in house designer, Pauline Mosley.  The delicious publication is now four issues down – with 2016’s Winter edition currently in production.  Check out  the back issues of PRC Style magazine at

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Relax, recharge and reconnect are new mantras at the Q studio as we begin work on an exciting project for the Peninsula Hot Springs.

This award winning destination of coastal calm on the Mornington Peninsula is a place of wellbeing, featuring Victoria’s first natural thermal mineral waters flowing deep from underground into pools, private baths and an exclusive Spa Dreaming Centre.

Plans are afoot for more pools, spa treatment facilities and other rejuvenating offers in the coming 12 months and Q is collaborating with the team to reinvigorate their media engagement, connect with digital influencers, drive a refreshed retail strategy and begin an enticing repositioning campaign.

Now, to plan our next visit….