Health Meets Hype

Launching Brisbane’s ultimate wellness precinct

When Function Well set out to open its West End flagship, Aruga was engaged to lead the communications strategy from the ground up.

Already a powerhouse in Brisbane’s wellness scene with its Newstead hub, Function Well was ready to raise the bar again with a four storey, next level wellness destination in West End. Less “gym” and more luxury wellness precinct, a space so beautifully designed it could easily be mistaken for a five-star hotel.

Inside: state of the art fitness equipment, sauna, steam room, hot and cold plunge pools, Pilates studios and a wellness café built for post workout refuels and slow mornings alike. Every detail was designed to deliver a full body, full lifestyle approach to wellbeing.

To match the ambition of the space, Aruga rolled out a four-phase PR strategy that kept things building (and buzzing) from start to finish. Instead of one big moment, we created a steady drip of announcements and milestones, giving media something new to talk about at every turn and keeping Function Well firmly in the conversation throughout the entire launch period.

The result was more than 2.2 million people reached, across a strong mix of high quality media coverage that firmly positioned Function Well West End as one of Brisbane’s most talked about wellness openings.

Results

76

editorial clippings

2.2

million people reached

$62k

estimated advertising value

Deliverables

Campaign Launches

Developed and executed a launch campaign for Function Well West End, building anticipation and positioning the hub as Brisbane’s newest wellness destination.

Copywriting

Crafted tailored media materials and campaign messaging for each stage of the launch, ensuring fresh news angles and consistent brand storytelling throughout the campaign.

Public Relations

Announced the opening of Function Well, securing media coverage through tailored story angles, coordinating interviews, site tours and photoshoots to maximise awareness and momentum

Winning Tactics

Phased Campaign

Instead of a single launch announcement, Aruga developed a four-phase communications strategy designed to build anticipation, sustain momentum, and keep Function Well in the conversation well beyond opening day.

Teamwork

We partnered with the Süreyya Kahve team to amplify reach and impact, combining efforts to secure strong media wins and ensure that Function Well was positioned front and centre by name.

Media Hosting

Following launch, Aruga hosted a series of exclusive media experiences, inviting key Brisbane journalists on-site to deliver authentic, first-hand storytelling and high-impact coverage rooted in real experience.