Projects
Projects
Itinerant Spirits
&GEORGE led the PR and communications for Vansetter Vodka — a premium small-batch spirit by Itinerant Spirits, distilled in Ballarat using locally grown grains and volcanic spring water.
She oversaw the full campaign rollout, from narrative development and media material creation to national and regional outreach across lifestyle, drinks and trade media. The goal was to establish Vansetter Vodka as a credible, locally rooted player in Australia’s premium spirits category while driving awareness of its new flavour range.
Through tailored storytelling and targeted pitching, the launch achieved coverage across top outlets including The Shout, Herald Sun, and Gourmet Traveller, positioning Vansetter Vodka among the country’s most distinctive regional distilleries.
Coverage:
V Weekend
Hearald Sun
Ballarat Times
Forte Magazine
The Shout
Relish (podcast)
Sitchu
Franklin & Friends
&GEORGE partnered directly with Franklin & Friends to deliver a small-scale PR campaign focused on building awareness for their brand within lifestyle and community media. Her work included crafting tailored media materials, pitching to key outlets and securing coverage that highlighted the brand’s story.
While a more boutique project, it was a great opportunity to work closely with the founders, provide hands-on support and generate meaningful visibility for a growing business.
Coverage:
The Standard
Urban List
Dani Valent
Other Projects
Other Projects
Headspace App
At SMPR, Georgie supported Sophie McGrath in leading the Australian communications strategy for the global wellbeing brand Headspace App. Her role involved working closely with media and stakeholders to localise the brand’s positioning, ensuring that its mindfulness and meditation offering resonated with Australian audiences.
This included working with a mental health expert to identify trends, press outreach, coordinating interviews and developing media materials tailored to local health, lifestyle and technology publications. Through these efforts, they helped to strengthen Headspace App’s visibility in Australia and contributed to building its reputation as a leading voice in mental wellbeing.
Coverage:
Herald Sun
Channel 9 News
Fashion Journal
Healthy-ish Body + Soul Podcast
Cushla Whiting
While at SMPR, Georgie assisted founder Sophie McGrath with the launch of CUSHLA WHITING's new Sydney showroom and unveiling of the latest collection through a traditional media-focused campaign. Her role included coordinating tailored media showings to introduce key journalists to the space, managing press outreach around the collection, and securing in-depth features that highlighted both the brand story and new location.
The campaign generated extensive exposure across leading lifestyle and design publications, positioning the showroom as a must-visit destination and strengthening awareness of the collection in the Australian market.
Features:
Harper’s Bazaar
Broadsheet
Stellar Magazine
Channel 9 News
Australian Open (2025)
While at SMPR, Georgie worked alongside founder Sophie McGrath to amplify the food and drink experiences at the Australian Open 2025. This included managing over 100 stakeholders (internal and external), reactive and proactive pitches, coordinating media calls and ensuring all talent received strong exposure.
They secured prominent print coverage in publications like AFR, Gourmet Traveller, The Age/SMH, Australian Traveller, Good Weekend, QANTAS Magazine, and Herald Sun. We also coordinated broadcast opportunities across Channels 7, 9, and 10, ABC and 3AW resulting in multiple prime-time features.
Midway through the campaign, she led a pivot to digital-first strategy, focusing on social content and reels. This shift resulted in curated interviews and onsite tastings published by Broadsheet, Sitchu, Urban List, and Secondz, driving strong online engagement.
Features:
AFR
Gourmet Traveller
The Age / SMH
Australian Traveller
Good Weekend
QANTAS Magazine
Herald Sun
Pint of Origin
While at SMPR, Georgie supported the Pint of Origin 2025 campaign, helping to amplify the event through strategic media engagement. Her responsibilities included creating press materials, coordinating interview opportunities, managing media relations and ensuring the campaign reached a wide national audience.
This resulted in epic media placements across major outlets, including TODAY Show, ABC Radio, Herald Sun, as well as broadcast coverage on Channels 7, 9, and 10, generating strong visibility for the event and highlighting its unique appeal to viewers nationwide.
Features:
TODAY Show
ABC Radio
Herald Sun
Channel 7, 9 and 10
Beat Magazine
Delicious
Melbourne Food & Wine
Central Club Hotel
While at SMPR, Georgie supported founder Sophie McGrath with a media campaign for the refurbishment of Central Club Hotel. Her role involved drafting a media release, photography brief, assisting at the photoshoot, coordinating press outreach, managing media relations and helping to showcase the refreshed venue to lifestyle, hospitality and local media outlets.
The campaign secured coverage across key publications and platforms, generating awareness of the newly refurbished space and positioning the hotel as a standout destination in Melbourne’s hospitality scene.
Features:
Broadsheet
Good Food, The Age
MiNDFOOD
Australian Bartender
