One Green Bean wins Time Out Australia pitch
Havas’ creative comms agency one green bean has been appointed by Time Out Australia to support PR, influencer collaborations and social media, following a competitive pitch.
With a strong presence in Sydney and Melbourne, and recently announced plans to expand coverage across Australia, the brand is on a mission to make it the go-to Aussie destination for the best cultural, culinary and travel experiences for locals and tourists.
At the core of its national launch is a series of digital and video content that will be curated by Time Out’s local journalists across its website and social media. Australian travel site Wotif is a launch sponsor of the new proposition.
“People come to Time Out when they want to have a great time out: whether they are looking for a unique restaurant, an exciting day away from the city or the latest not-to-be-missed exhibition - our curated content about the best things to do, see, eat and drink is trusted and we’re excited to now also offer this inspiration across the entire country and provide our advertising clients with new opportunities,” said Kaylie Smith, managing director of Time Out Media APAC.
“We are looking forward to working with ogb [one green bean] on a fun, impactful campaign to support our national launch.”
To drive brand awareness, one green bean will soon launch a consumer campaign for Time Out, including the brand’s Cult(ure) Club influencer program and a collective of ‘tastemaker’s – foodies, local connoisseurs, musicians – across Australia. They will take Time Out’s audiences on a journey to hidden gems and unique experiences across the country.
Laura Byrne, head of content at the agency, added: “Time Out is known all over the world for being an in-the-know guide for locals and travelers alike, so we’re thrilled to be on board to help expand the brand nationally in Australia.
“Our sector experience across travel and lifestyle, together with our Gen Z audience expertise puts us in good stead to deliver this integrated launch campaign which we’re excited for everyone to see.”
In addition, one green bean will work with the Time Out team to create a user-generated content (UGC) social campaign, asking Aussies to ‘show us the best of Australia’. In collaboration with Northern Territory Tourism, entrants can win a $10,000 holiday.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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