Bauer Media has acquired event business The High Tea Party as it focuses on driving revenue growth with consumer ticketed events at scale.
Founded 10 years ago, The High Tea Party is a series of fun events targeting women across Australia. Each experience takes place over a weekend at a five-star location and attracts more than 3,500 attendees who are treated to engaging speakers, fashion and beauty presentations, product sampling, market stalls from vendors both large and small and of course, the high tea itself.
The acquisition enables Bauer to leverage its large audience, portfolio of media brands, talent, marketing platforms and commercial partners to expose their brands and businesses to new customers and build relationships with existing.
Sarah-Belle Murphy, executive general manager at Bauer Media said: “Event experiences are an incredibly important part of our business and as we continue to diversify our revenue streams, consumer ticketed events at scale are a focus for us. The High Tea Party is an established brand with a large and loyal audience. This, combined with the clear synergies that exist with our titles and marketing expertise, makes it a perfect fit for the business.”
Alison Dean, CEO of The Peppermint Group, who started The High Tea Party, will consult to Bauer for 12 months, with the first event planned for June 27-28 at Sofitel Melbourne On Collins and then in Sydney near the end of the year.
She said: “The High Tea Party is a business I’m incredibly proud of and I am excited to be involved with the transition over to Bauer Media. With the backing of such an influential media company, the growth of this property will be something to watch.”
The High Tea Party brand has joined Bauer’s existing portfolio and Julia Smith, former head of digital strategy at Australian Radio Network, has been appointed to run the business, supported by a cross business team from marketing, digital and sales.
Murphy added: “We’re delighted to have Julia on board to drive the growth of The High Tea Party and the invaluable experience Alison brings in having run the event for the past 10 years. For our partners it represents an opportunity to engage with a motivated audience through product sampling and sales, stage sponsorships, data capture and direct consumer feedback. We’re looking forward to working with all of them as we launch in Melbourne and Sydney this year.”
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]