Tyra Banks | SMiZE & DREAM Australia Launch

Service

Communications

When Tyra Banks chose Australia as the launch market for SMiZE & DREAM, the brief wasn’t to announce a store — it was to introduce a new chapter. One that felt unexpected, earned, and culturally embedded long before a commercial message ever landed.

The Concierge Agency was engaged to lead the Australian launch strategy, with a remit spanning narrative development, cultural integration, media relations, creator activation and sustained earned momentum over a six-month period.

Rather than leading with product, the strategy focused on intrigue, familiarity and belonging, positioning Tyra not as a visiting celebrity, but as a founder actively embracing Australia as home. Instead of announcing Tyra’s arrival outright, TCA crafted a narrative entry point built on speculation: Why is Tyra Banks in Australia?

Her unexpected presence became the conversation starter, a deliberate move that allowed the media and public to lean in organically. This curiosity-led approach gave TCA the opportunity to gather off-the-record insight from key journalists, shaping how and when SMiZE & DREAM would be introduced across titles, formats and timelines.

The result was a launch that unfolded in chapters, not headlines.

To build genuine audience familiarity, the strategy centred on cultural integration. Tyra was positioned not as a guest, but as someone actively participating in Australian life.

Appearances at high-profile moments, including the Australian Open, dinners with respected figures such as Julie Bishop, and national television appearances on Sunrise, helped establish Tyra as an honorary Aussie.

This deliberate visibility allowed the Australian public to grow comfortable with Tyra’s presence first and, by extension, with the SMiZE & DREAM brand — before any commercial rollout began.