Taurus launches Asia's largest co-working provider JustCo in Sydney and Melbourne
Singapore born JustCo lands in Australia
About JustCo
Founded in 2011, by Wan Sing Kong, JustCo is now one of Asia’s premium and fastest growing flexible workspace providers recognised for continuously disrupting the status quo and redefining collaborative working by connecting dynamic entrepreneurs, start- ups and large corporations.
JustCo ensures work life is made better by empowering their ever-growing community with exceptional flexibility, opportunities, networks and experiences in open and creative work spaces. JustCo’s range of curated events, networking sessions and strategic partnerships allow members to find business opportunities, gain insights, and help drive success and innovation to each other’s business.
Prior to their market entrance in Australia, JustCo had co-working offices across Singapore, Bangkok, Shanghai, Seoul and Jakarta. In 2019, JustCo plan to expand their regional footprint to Australia with five offices across Sydney and Melbourne.
JustCo appoints Taurus to for their Australian debut
The Brief
JustCo made its Australian debut in May 2019 with a plan to double the regional footprint in AsiaPac starting with 5 centres in Sydney and Melbourne. Creating an increasingly competitive marketplace for local vendors, Taurus was commissioned to launch the brand in Australia.
The aim of the campaign was to build strong brand awareness, highlight points of difference and focus all messaging in the Sydney and Melbourne regions.
Taurus was appointed as the PR agency of choice due to our strong network of local media contacts, local knowledge and influential groups.
Taurus launches JustCo using Taurus PR©
Taurus was engaged to run the media relations launch campaign providing integrated services across PR, marketing and communications as well as offering strategic assistance on how to increase the success of the five office locations.
Taurus calls on Taurus Profile™ to build CEO profile
Personal Brand Development
Taurus also promoted the profile of CEO and Founder Kong Wan Sing as a thought leader, building his profile in the Australian media and in the local commercial property and real estate markets.
The widespread media exposure included successful key message penetration and communicated the benefits of JustCo working spaces and how the conducive and productive spaces help members to innovate, create and inspire.
Launch campaign reaches nationwide audience of over 5.4 million
Outstanding Media Results
Taurus established a brand presence and recognition of JustCo in the Australian market on a national scale and delivered 12 pieces of media coverage with a total audience reach of over 5.4 million in key Tier 1 mainline, online and industry publications including The Australian Financial Review, Sydney Morning Herald, The Age, Commercial Real Estate, The Urban Developer, Kochie’s Business Builder, Startup Daily, Merger Market and Property Daily.
Through the Taurus network, JustCo established key media relationships with local media across the Australian property and business industry driving active conversations around the launch of an Asian-born innovative co-working space.
A day prior to launch day, Taurus distributed an embargoed announcement to tip off key media in our network. The announcement scored JustCo an exclusive story with golden egg target and tier one publication The Australian Financial review, reaching an audience of 900,000 across online and print.
Taurus continued to build the media momentum of JustCo expanding outreach to mainline, business, property and real estate publications. JustCo was positioned as a leading international co-working provider championing the movement of the sharing economy to boost innovation and productivity.
“JustCo, has identified Australia as a key market with significant potential for co-working expansion. The concept of shared workspaces is rapidly increasing in demand and being adopted by a wide range of businesses from entrepreneurs to large enterprises”
– Kong Wan Sing, CEO and Founder of JustCo
“The global co-working race for dominance has hit Australian shores, with Singapore-based operator JustCo opening the first of what it says will be as many as six locations in this country by year’s end.”
– Michal Bleby, Senior Reporter Australian Financial Review
What Taurus did for JustCo
- PR strategy and planning
- PR launch campaign – Taurus PR©
- Personal Branding – Taurus Profile™
- Tailor the JustCo story and create key messages
- Established local brand awareness/recall with key media
- Thought leadership
- Media coverage
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