As an established name in the Queensland market, City Cave challenged pressed. PR to build national share of voice and credibility across both consumer and trade, targeting prospective franchisees and announcing the brand's launch into the United States. We built the campaign around an exclusive with news.com.au, then broadened it across tier one consumer and trade titles including the Sydney Morning Herald, The Age, Smart Company and Franchise Executives. Every published story carried spokesperson commentary and positive sentiment, and the announcement reached the whole of Australia twice over inside nine days.