- THE DEAL

Founded in 2015 by winemakers Sam Hambour and Duncan Gibson, Hop Nation thrives in a repurposed 1880s factory, blending history with modern Melbourne vibes. The neon-lit taproom, designed by Studio Y, offers diverse seating and features Good Pizza by chef Alex Addams Williams. With 17 taps, including the innovative Site Fermentation Project sours, and distinctive Lukr Faucets side-pull taps, Hop Nation stands out in Melbourne's brewing scene.

In August 2023, Tracado was appointed to assist Hop Nation with a PR campaign to raise brand awareness and create excitement about the renovation of the Footscray taproom.

- THE YAKKA

As part of the scope of work, Tracado:

Developed a media release and targeted pitches about Hop Nation's Taproom relaunch to promote awareness, visitation, and media interest
Develop a list of journalists to distribute the release to, focusing on lifestyle, events, and food and beverage news in Victoria, as well as national travel, business, and beer trade publications.
Added to the list of influencers Hop Nation had contacts with
Distributed invites to the influencers to come to the relaunched taproom and coordinated their visits
Distribute invites to target media to capture a 'first look' at the relaunched taproom (Broadsheet & Good Food) the week before opening and coordinate shoots
Coordinated an Urban List competition
Conduct follow-ups with journalists and influencers

- THE OUTCOME

During the campaign, we secured:

35 pieces of coverage were earned across key outlets including Urban List, The Age, Good Food and Concrete Playground with a combined audience total of 63.9 million.

2 print articles

10 social posts

20 online articles

3 newsletters

17.8 million combined audience

View the Coverage Book here.