When we were invited to be part of a new venture to support Melbourne’s emerging and established designers and creators, we jumped at the chance.

The Upmarket – Melbourne’s new design market staged at the Australian Centre for Contemporary Art – is all for providing a regular market for up and coming and recent graduates to showcase their wares. A curated line up selected by a Design Panel of furniture, fashion, ceramics, accessories and more plus micro growers and creators of organic or sustainable produce now provides a regular creative marketplace in the city’s most artistic corridor.

Q’s launch PR strategy combining publicity, social media, content curation, blogger and digital influencer outreach, promotions and an official launch event all helped the new Upmarket lift off.

Follow the revolving line up of designers, artisans and producers plus the program of creative workshops to discover on the first and third Saturday of every month at or follow on Instagram @the_upmarket



Q relishes opportunities to work with start-ups and our recent collaboration with Quality Brands International Direct (QBID) saw us supporting a new business launch from the ground up.

QBID aims to help small to medium sized enterprises build their brands online in China – and take advantage of the $500 billion e-commerce market that has an increasing appetite for Australian made products.  Appointed by (China’s largest online retailer with 100 million customers who wanted to add quality Australian food, beverage, health and wellbeing products to their inventory) as their official Australia & NZ agent, QBID had an impressive offer but needed to spread the word to a targeted corporate market.

Enter Q Strategies, who worked with QBID and to devise a B2B launch including developing a brand identity and key messaging; conceiving and staging business launch events in Melbourne and Sydney involving Federal & State Government representatives and key business and media identities; establishing a series of interviews with business media; securing national TV, radio and print coverage; producing a promotional video and collateral and facilitating a range of stakeholder relationships.  With QBID now successfully launched, the team are busy keeping up with new business enquiries and helping a raft of SME’s establish an e-commerce presence in China.



Hop for Hope is a new charity project set to become the country’s largest family friendly art exhibition – all to raise funds for The Alannah and Madeline Foundation.

We’ve been helping behind the scenes with our client Yarra Valley Chocolaterie, who’ve curated a collection of 40 Australian artists and identities to transform life-sized kangaroo sculptures into unique artworks. The “roos” are currently being painted and  decorated ready for the outdoor exhibition throughout September and October in the picturesque grounds of the Yarra Valley Chocolaterie.

David Bromley, Charles Billich, master potter Ted Secombe (pictured) and cartoonist Michael Leunig are amongst the artists involved, while Chrissie Swan, Robert DiPierdominco, Miguel Maestre and Janice Ellis are partnering with artists to create their roo.

Visitors to the free outdoor exhibition can vote for their favourite work, while an online auction to own a painted kangaroo is at the centre of the fund-raising efforts. The Q team are thrilled to be involved in this great collaboration. Find out more at

Air China crew happy to arrive at Melbourne Airport on the new non-stop Melbourne-Beijing service


Q’s just helped Air China and their new, non stop direct service between Melbourne and Beijing get ready for take off.

Our brief was to herald the new flights and Air China’s continued growth in the Australian market – Air China is now the only carrier in Australia offering direct flights to both Beijing and Shanghai.

Collaborating with an event producer, a welcome stunt was produced at Melbourne Airport involving a cast of performers; photo shoots conducted; a video produced; a social media campaign activated; an advertising campaign put in place centred around a major prize giveaway and publicity with travel media was secured – all to mark the occasion.  You can check out some of the fun we helped create at:

Social Kitchen montage_BW


Fisher & Paykel’s ‘The Social Kitchen’ pop-up has arrived in Melbourne – this time as a dedicated cooking school. Created by Fisher & Paykel, produced by Peter Rowland Catering and staged at Queen Victoria Market, Q has collaborated with all three to cook up a launch of the new venture.

From devising a promotions and on line strategy to managing a media launch, publicity campaign and social media, Q created a communications recipe for The Social Kitchen tailored to the Melbourne market to drive profile, bookings and favourably position each brand involved.

Since its inception in 2011, Fisher & Paykel’s The Social Kitchen ‘pop-up’ has toured the world, evolving as it reaches each new city but always with a focus on food, design and   connecting in our kitchens. ‘The Social Kitchen’s’ latest incarnation is a ‘limited season’ cooking school with a line up of cultural, seasonal and ingredients themed classes. Market tours to source fresh ingredients from Queen Vic Market traders; expert tuition from a line up of the city’s top culinary creatives put together by by Peter Rowland and shared meals at the class conclusion are all part of the experience.

The Social Kitchen makes its only Melbourne appearance at Queen Victoria Market, before moving to another location at the end of May… Check out to get cooking!

WFFG winter feast montage_BW


Gum boots and rain coats was the dress code for a wintery media event Q just staged to showcase the Mornington Peninsula’s new Wine Food Farmgate trail.

A select guest list of Melbourne’s food & lifestyle media and top bloggers were invited to the ‘Gum Boots & Rain Coats Lunch Party’ to discover the delights of the region’s artisan producers, wine makers and chefs via a seasonal long table feast.

Q brought together 12 different participants from the Wine Food Farmgate trail to herald the gourmet diversity of the destination  – from Green Olive at Red Hill who provided a stunning setting for the party; Bass & Flinders Distillery, MP Brewery and Mock Red Hill to offer tastings of gin, beer and cider; chefs from acclaimed restaurants La Petanque, Max’s at Red Hill Estate, Terre and Polperro Cellar Door & Bistro to create seasonal lunch dishes and Main Ridge Dairy, Blue Mini Emporium and Mornington Peninsula Chocolates to offer grazing tastes of their artisan produce.  Montalto provided matching wines for the feast.

Aside from all the fun of wearing gum boots to a lunch, this wintery showcase created a social media frenzy and helped create a raft of introductions between editors, writers and regional producers thanks to the combination of the picturesque Mornington Peninsula setting, imbibing and good company.

Explore Instagram via #winefoodfarmgate for more captures from the event and venture to for your own gourmet focused itinerary inspiration.

PRC Style


We love helping clients share the story of their business, but also cultivating the right story telling techniques. So when Melbourne’s maestros of hospitality, Peter Rowland Catering, wanted to capture the attention of clients, stakeholders and future business partners, Q created a story telling platform to suit – a glossy lifestyle magazine.

‘PRC Style’ and ‘PRC Design’ magazines have been produced so far, with sections, columns and feature stories on everything from innovative styling, food trends and major events to business philosophies, iconic venues and profiles on leading chefs and premium lifestyle brands.

This venture into magazine production has seen us collaborate with our ‘designer in residence’ Pauline Mosley, with Q creating content, copy and ‘editorial direction’ while P weaves her magic on layout and ‘artistic direction’.  The story telling continues…more themed Peter Rowland Catering magazine editions are in the pipeline to keep inspiring and informing their clients, partners and stakeholders.



Q’s just helped launch the new season of LUNA 1878 – a winter night market at Queen Victoria Market.

A celebration of all things Melbourne in winter, this third season brings together art, craft, performance and some of the city’s best gourmet vendors including pop-ups from restaurants Hammer & Tong, Hoy Pinoy plus world champion pizza maker, Johnny de Francesco. Mulled wine, open fires, a games corner and sheesha lounge help lure you out on a cold night.

With a program of publicity and social media activations devised by Q, this year’s Luna 1878 has already seen record crowds.  Watch out for a series of guest ‘instagrammers’ taking over the Queen Victoria Market instagram feed (@VICMARKET). Q’s curated regarded food bloggers, chefs and artists to share their take on the Wednesday only event. On 5pm-10pm every Wednesday until August 27.




Q’s raising a glass to our latest client, Dominique Portet.

This Yarra Valley winery was established in 2000 by Dominique Portet, whose family’s wine making history stretches back 10 consecutive generations to 18th Century France.

Dominique and his son Ben craft fresh, elegant wines from Sparkling Rose to Sauvignon Blanc, Cabernet Sauvignon and Shiraz grown in Victoria’s premium cool-climate regions.

A French sensibility, strong family ethic and quality wine making is something we’re looking forward to working with as we partner with the Portet’s to help raise their profile.

Cheers to that!




Q loves working with clients to build on their ideas, no matter how small. So when we were presented with tiny and elegantly crafted eclairs at a recent meeting with The Westin Melbourne, we saw big possibilities.

Why not set new benchmarks for a high tea service that will get tongues wagging?

“Eclair Affair” was created celebrating the choux pastry’s raison detre, the exquisite eclair.  Q’s helped launch the city’s most stylish soiree to food media, bloggers and food aficionados, resulting in coverage across magazines, newspapers and leading food & lifestyle blogs – and importantly a wait list for reservations.  It’s all part of a program of activations for this acclaimed five star hotel as they embark on an exciting refurbishment; and with delights like this, Q’s loving being involved in creating product concepts as well as their promotion.

P.S – ‘Eclair Affair’ is on until July 31, and we can highly recommend the white chocolate & passionfruit eclair from the sweet selection!




Q’s work with Mornington Peninsula Tourism is taking us down country lanes and to the doors of some of the country’s premier food and wine makers to showcase a new trail of gourmet delights.

‘Wine Food Farmgate’ is a curated collection of over 70 of the region’s best artisan producers, growers, orchardists, wine and cider makers, brewers, gastro pubs, chefs hatted restaurants and local hot spots. A dedicated website and itinerary planner help gourmet adventurers discover hidden gems, the people and the products, while visitors can also collect a map, recipe cards and a specially created cooler bag for purchases along the trail from participating operators.

We’ve loved sharing the new way to discover the delights of the Mornington Peninsula with media via a specially created launch event in Sydney, a weekend of food foraging for some of Melbourne’s top food bloggers, a series of media visits for national magazines, press and TV plus social media activations. Create your own gourmet adventure at





Q’s just helped launch a brand new accommodation initiative, bringing the beautiful traditions of Japanese hospitality to the Australian market.

Ryokan are exquisite inns allowing travellers a unique immersion in Japanese culture, way of life and traditional customs. Previously, these inns have been the domain of those ‘in the know’ and very difficult for Westerners to book, but now a dedicated Ryokan Collection has formed, ready to open their doors to the world.

We managed the Australian launch for ‘Ryokan Experience Kyoto’ – a one stop shop for researching and booking the best collection of luxury and unique Ryokan in Kyoto – with a PR campaign targeting travel media along with staging a series of media & travel industry events.  We’ve fallen in love with Japanese culture, made some new friends and planning our trip! More at


Angie Rehe for Peter Rowland Catering _ a Q Collaboration


We get to work with some very talented collaborators to help bring client projects to life – and we looked no further than clever illustrator Angie Rehe for a recent campaign.

Q was inspired to bring an illustrative fashion edge to a major project for our client –  hospitality supremos, Peter Rowland Catering.  Briefed with promoting PRC’s amazing ‘couture catering’ during the famous Melbourne Cup Carnival, we worked with Angie to commission a series of illustrations that capture food, fashion, fun and racing.

The finished works are now the centrepiece of a range of different promotions & PR activations Q’s created for the 2014 Melbourne Cup Carnival – watch this space. But meantime, you can check out these and more of Angie’s amazing drawings at

Q_10 year_news


The festive season might be in full swing, but we’re celebrating a birthday at the Q studio. 2013 marks 10 years of Q – and we’re grateful for a decade of great clients, collaborators and colleagues who have made our boutique business a success.

We’ve loved working with exciting international destinations and some of Victoria’s stunning food and wine regions; sharing the stories of iconic attractions, luxury hotels and resorts, award winning restaurants and wineries; supporting charities and good causes; launching new magazines, new travel initiatives, new arts and cultural events, new properties and new hospitality ventures!  We’re grateful for the loyal clients we’ve represented and the people we’ve worked for.

Q’s been lucky to have a super smart collection of colleagues in the media as well as design, photography, event management and digital to work with our clients – as well as a great alumni of Q team members who’ve brought their passion, ideas and creativity to our clients. Ten years on – and we’re still having fun! Happy Birthday to Q!



Q’s work with the Victoria Racing Club has seen them take out top honours at the 2013 Victorian Tourism Awards.

Winning the Major Event & Festival category, the Melbourne Cup Carnival was recognised for its contribution to Melbourne’s international and national profile; creating over $360 million of economic impact across the hospitality and retail sector as well as generating over 65 000 visitors to Victoria during the event.

We collaborated with the team at VRC to bring their impressive event ‘that stops a nation’ to life in an award submission that’s now earned them a place to represent Victoria at the National Tourism Awards.

Love winning clients!