dyson SUPERSONIC TRAVEL
Dyson Australia
Find your story
Dyson’s challenge was to launch a new product - the Supersonic Travel - and prove that it wasn’t just a smaller version of the Supersonic, but a high‑performance travel dryer built for real‑world use.
In a category dominated by “mini” and “portable” dryers that reduce power, Dyson needed to show that performance, protection and portability could exist in one device.
To meet this challenge, we developed a consumer PR launch strategy grounded in earned media, media relations and clear brand storytelling. Our approach focused on explaining the problem the product solves - maintaining styling performance while travelling - and demonstrating why the Supersonic Travel is different from anything else in the market.
Earn it
Instead of hosting a traditional launch event, we created a real travel moment that allowed media and content creators to experience the product exactly as it was intended to be used.
A private airport hangar in Sydney was transformed into a full departure experience, with guests arriving at an undisclosed location and stepping straight into a live travel environment.
Through targeted media relations, national journalists were given hands‑on access to the product, supported by Dyson experts who demonstrated the technology and answered questions.
At the same time, influencer engagement ensured that creators captured authentic, travel‑led styling content that reflected real consumer behaviour.
This approach allowed every attendee to see the Supersonic Travel perform in the exact context it was designed for, reinforcing the product’s purpose and value.
Make it Stick
95 total pieces of coverage including Sunrise, 9News, 7News and News.com.au.
150+ million total reach
14 TV features
77 attendees (media and creators) across the Sydney event
