When Tommy’s partnered with Wellington On a Plate, the brief could’ve followed the usual playbook: logos, sponsored posts, maybe a venue. But we wanted more than visibility. We wanted connection. As campaign lead, I helped reshape the partnership into a celebration of Wellington itself — its venues, its people, its culture. We launched the Tommy’s Cocktail Challenge, a three-part video series matching real estate agents with local bartenders for a mixology face-off. Each episode mirrored a bar crawl through the city — shaking, stirring, and serving up a side of real estate like Wellington had never seen.
The strategy was bold but simple: shift the spotlight from property to people. Let agents lead with personality. Show the human side of the brand, not with slogans, but with cocktails. When the pandemic paused the festival, we pivoted fast with WellingTIN, a digital cocktail challenge inviting the community to recreate drinks at home. It turned lockdown into UGC gold and kept the campaign momentum strong. To close the loop, we introduced Tommy’s Tips with Alexia Stoddart, a lifestyle mini-series sharing favourite venues, festival picks, and cocktail recommendations through Instagram, eDM, and blog content. It bridged hospitality and home in a fresh, agent-led voice. From pitch and creative direction to stakeholder wrangling and delivery, I led the full partnership campaign proving that property marketing doesn’t need to play it safe to make an impact.