Innovative Approach to Public Perception

KTQ Group

Media Hunt was engaged by KTQ Group who were embarking on a landmark $380 million re-development of the Kirra Beach Hotel. Given the significance of the development, it faced the potential to stir negative public sentiment from groups resistant to Kirra development.

To combat this, Media Hunt devised a campaign that would centre on high profile Kirra locals sharing what they love about Kirra – known as the ‘I Choose Kirra’ campaign.

This organic messaging would then unpin the Kirra Beach Hotel’s development mission towards enhancing rather than destroying the local appeal. 

The ‘I Choose Kirra’ campaign conducted throughout the second half of 2020 brought community commentary into the conversation in local print media surrounding the development of Kirra as a suburb.

Our video team interviewed individuals including the local division councillor Gail O’Neill and the President of the Greater Southern Gold Coast Chamber of Commerce, as well as Kirra locals and business owners in the area to discuss the positive effects of the proposed new development.

These responses featured in the campaign aimed to boost the profile of the region, which is set to undergo a great transformation from the multi-staged, multi-year new development and will deliver over 1200 jobs across a period the full three-stage project construction period.

Following a successful campaign strategy, the first stage of the re-development saw Miles Residences record more than 1000 unique inquiries prior to its launch to market, reaching $100 million in sales in under three months in March 2021.

Media coverage in one story appeared in the Weekend Australian’s Mansion Magazine and secured 12 sales in the first week.