ETCETERA BY EXAMPLE
Journal
Expert insights on branding, hospitality, and marketing straight to your inbox.
Hospitality PR agencies in Australia: how to choose (2026)
How to choose a hospitality PR agency in Sydney, Melbourne, Brisbane, the Gold Coast or Perth in 2026, with criteria, questions and agencies to know.
ReadHospitality PR agencies in Saudi Arabia: how to choose (2026)
Saudi Arabia drew 122 million visitors in 2025. How to choose a hospitality PR agency for Riyadh, Jeddah, AlUla and the Red Sea, with agencies to know.
ReadHospitality PR agencies in Dubai and the UAE: how to choose (2026)
Dubai hit 19.59 million visitors in 2025. Here's how to choose a hospitality PR agency in Dubai, Abu Dhabi and Sharjah, plus agencies worth knowing.
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Grey Goose Case Study: 670% Earned Media Growth in Australia
In 2023, Grey Goose briefed Example to build cultural authority in the Australian premium vodka market. The result: 670% year-on-year growth in earned media reach and 408 million total impressions.
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Brand Strategy for Hotels and Hospitality Groups
Most hotels compete on product. The ones that win compete on brand. Here's what a serious brand strategy looks like for hotels, hotel groups, and hospitality businesses in Australia and the Middle East.
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How to Build a Drinks Brand in Australia
The Australian drinks market is sophisticated, competitive, and heavily relationship-driven. Here's what it takes to build a drinks brand that earns genuine category authority — from launch through to long-term growth.
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PR in the Middle East: What's Different About Dubai and the GCC Market
The Middle East is not one PR market. It's a collection of distinct media cultures, audience structures, and editorial priorities. Here's what brands need to understand before building a PR programme in Dubai, the UAE, and the GCC.
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PR Agency vs In-House PR: What's Right for Your Brand?
Should you hire a PR agency or build an in-house team? The honest answer depends on your stage, your goals, and what you're actually trying to achieve. Here's how to think about it.
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What Is Placemaking? A Complete Guide for Brands and Developers
Placemaking is the practice of building places that people genuinely want to be in. Here's what it means, why it matters, and how the best placemaking agencies approach it.
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What Is Hospitality PR? A Complete Guide
Hospitality PR is one of the most specialised disciplines in the PR industry. Here's what it involves, why it matters, and what separates great hospitality PR from average.
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How to Choose a PR Agency in Australia
Not all PR agencies are equal. Here's what to look for, what to avoid, and how to make sure you find the right partner for your brand in Australia.
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Building the Middle East: Why Culture Can’t Be an Afterthought
The Middle East is building faster than it can define itself. $110 billion committed to Saudi tourism, 300,000+ hotel rooms planned. But buildings alone don’t make places. Culture does.
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How to Make Culture Interesting Again
Nobody set out to make the world boring. Just a series of rational decisions that, taken together, produced a world that looks and sounds and tastes the same everywhere you go. Here’s what we’re doing about it.
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The Brief Behind the Brief
The brief asked for an event. The opportunity was a brand. The agencies that produce genuinely distinctive work have learned to ask for both and the brands that brief for strategy build something that holds.
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The Hollow Spectacle Problem
The drinks category is running a very expensive race to nowhere. Every brand now has a festival tent, a DJ partnership, and a curated cultural platform. And none of it is building anything that lasts.
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The Anchor Effect: Why Hotels Now Compete on Restaurants
For decades, the restaurant inside a hotel was infrastructure. That era is finished. The dining room is now the cultural anchor of the entire asset — and the hotels that understand it are pulling ahead of every other metric that used to matter.
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Luxury's best marketing strategy isn't marketing
The real, human, hard-to-justify stuff is quietly outselling the expensive kind.
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Football owns what luxury can't buy
48 national teams just became luxury's most underpriced asset ⚽️
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What the UAE crisis revealed about hospitality and why sports just lapped fashion
The operators who kept their hotels open at 20% occupancy weren't the highest-rated. They were the ones who had spent years building community over coverage. Sports just did the same thing to fashion week generating 690% more media coverage. Two stories pointing in exactly one direction.
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Why zero followers is better
Welcome back to Etcetera: Sydney's nightlife breathes again, the $1.2 billion island, and bath-house dating
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Why the Middle East is becoming hospitality’s new centre of gravity
From listening bars to matcha cafés, sober nightlife and cultural powerhouses like MDLBEAST and Yas Island, the Middle East is shifting how the world thinks about travel and social spaces. Here is wh
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The Wellness Anarchists Are Here
Cold plunge, then last drinks. The counter-mood in wellness, Hyundai’s back-seat restaurant, Prada behind the bar, tennis rethinking the whites, and space-savvy storytelling.
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Who really decides what’s luxury now?💎
From resale on eBay to the rise of micro-magazines, culture is narrowing, and taste is no longer mass.
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'Hospo' is a career, not a job🍴
Plus bee hotels, cereal milk water, and your next must-listen podcast
ReadRelying on the past doesn't guarantee a brand's future
Why brands still need to surprise us + beer ice, Gen Z snacks and Brit fashion comes down under.
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Who needs celebs when you’ve got 10k followers? 🫠
Fame’s changing. So are dinner plans, travel trends, and tipping points.
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Google's down, Kusama’s up, and your coffee is how much?
Early morning caffeine raves, big tech's zero-click dilemma and Australia’s hottest art show ever
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Where New Pubs Go Wrong And How the Greats Keep Getting It Right
This week, we explore what gives a space cultural gravity, from the Aussie pub that holds memory in its walls to the luxury gym hotels redefining wellness. Plus, why Gen Z is reviving print mags and Lynx just made a scent with actual catnip.
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What Happens After You Go Viral? The hospitality playbook for turning buzz into real business
Is the online space pre-defining our experience of eating out?
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One red telephone beat the whole media plan
Somewhere in Saint-Tropez this month, a guest picked up a red telephone, a butler named Jacke arrived with French fries and a month of coverage followed. The brands getting culture right aren't just finding smarter ways to put themselves in the conversation, they're finding ways to contribute something to it. So this issue asks a simple question, what are brands actually doing for culture? The answers might surprise you!
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