ID Collective to help TS Holdings open YX Hot Pot
ID Collective will help TS Holdings open its new YX Hot Pot establishment in Melbourne.
The announcement:
Full-service creative communications agency, iD Collective, is proud to once again join forces with TS Holdings for the grand opening of its latest culinary venture, YX Hot Pot, a striking three-story dining experience located in the heart of Melbourne CBD on Bourke Street is set to elevate Melbourne’s already infamous food scene.
Following the success of iD Collective’s strategic communications work in launching the iconic Oborozuki in Sydney, this new partnership marks the next exciting chapter for TS Holdings as it expands its footprint into Melbourne. Appointed to lead the strategic communications charge once again, iD Collective will spearhead an integrated campaign that positions YX Hot Pot as a must-visit destination for discerning diners and food enthusiasts across the city.
The campaign will harness iD Collective’s deep expertise in the hospitality and lifestyle space to deliver a comprehensive communications program spanning brand positioning, media strategy, launch event coordination, influencer engagement, and content development. From crafting impactful brand narratives and executing targeted media outreach to driving authentic engagement across leading food and culture publications, iD will shape meaningful media moments that build awareness and forge community connection. This integrated approach will reinforce TS Holdings’ reputation as an innovator in contemporary dining and help position their new venue as a must-visit culinary destination.
“We’re thrilled to be supporting TS Holdings as they expand their footprint to Melbourne,” said Amanda Booth, executive director of iD Collective. “With a team based across both Melbourne and Sydney, we’re well-positioned to deliver seamless, cross-state campaign execution. Our deep experience in launching premium food and beverage destinations enables us to craft creative communications strategies that cut through the noise, drive impact, and build lasting brand equity.”
As one of Australia’s leading creative communications agencies, iD Collective continues to grow its portfolio of leading lifestyle, food, and hospitality clients. Proudly expanding its client portfolio with the recent additions of The AFL, Primary, The Cake Club, and Joyful Pilates – further cementing the agency’s role as a powerhouse in the national market.
Source: ID Collective
