Since 2009, Wanderlust, a global and rapidly growing brand founded in New York, has been dedicated to understanding, expanding, and refining personal wellness, leading people around the world to find their true north, while proudly challenging wellness stereotypes.

In the spring of 2022, Mkt worked closely with Wanderlust Australia to announce the return of their wellness events following a two-year COVID hiatus and introduce their new event format, True North, to an Australian audience with traditional PR and Circle of Influence collaborations.

Wanderlust made headlines with its True North events in the expansive surrounds of The Cutaway in Barangaroo, Sydney, and the Royal Exhibition Building in Carlton.  To support the activity, Mkt. worked closely with Wanderlust to activate a PR program announcing the return of Wanderlust events to Australia and encouraging wellness warriors across Melbourne and Sydney to unite for a sensory array of live music, yoga, meditation and inspirational stories. 

Mkt. worked closely with Wanderlust talent, Nick Littlemore, Adam Goodes and Sarah Todd to secure interview opportunities for various publications across broadcast, radio, print and podcasts. Landing media clips across key publications on both national and local scales, Wanderlust True North was featured across major metro and online consumer titles including Herald Sun, Daily Telegraph, Sydney Morning Herald, The Age, Broadsheet and the Beat to name a few.

We supported Wanderlust with ongoing influencer seeding, gifting event tickets, wellness supplements and branded apparel. These collaborations saw known content creators in the wellness space attend and promote the events in both paid and contra capacities. Wanderlust True North reached an audience of 332,800 with talent sharing their excitement and experiences in the lead-up, during and following the events in each city across Instagram through various stories, static posts and reels.