Subway Australia PR Agency Strategy Expands as Tonic Wins Communications Partnership

Public Relations and Communications

Subway has appointed Tonic as its Australia PR agency while naming Amelia Oberhardt as Media and Communications Director to strengthen brand communications.

Subway appointed Tonic as its Australia PR agency
Tonic expands an existing partnership established in New Zealand
Amelia Oberhardt joins as Media and Communications Director
Tonic will lead strategic communications and earned media campaigns
The partnership supports Subway's integrated marketing strategy

In addition to the brand’s existing communications approach, Subway is set to expand Tonic as Subway Australia’s PR agency. This is the success of an existing relationship with the brand’s PR agency in New Zealand, 2022.

The new relationship will focus on earned media, corporate communications and experiential marketing campaigns to increase customer engagement and build brand presence. The announcement also highlights the growing importance of integrated brand marketing and PR strategies as global brands seek more localized and culturally relevant campaigns.

Backed by this mandate, Tonic has recruited Amelia Oberhardt as Media and Communications Director at its Brisbane office. Previously, Amelia worked for Subway as its PR and CSR Manager for Australia and New Zealand.

"Georgia Coleman, Managing Director of Tonic Communications Australia and New Zealand, believes that the long-term association of the company with Subway serves as a solid starting point in extending its operations to Australia. Indeed, we have built a comprehensive understanding of the network of the Subway franchises and the target audience, allowing us to implement our communication programs immediately."

"Kerrie Hockless, Head of Brand Marketing for Subway Australia and New Zealand, believes that Tonic is an ideal addition to the marketing team of the company and represents its extension. Indeed, the knowledge of both markets allowed us to extend our activities."

This new arrangement from Australia follows some successful campaigns that Tonic has handled for brands in New Zealand, such as Subway’s highly popular #Fanversary campaign. This partnership is consistent with Tonic's strategy of expanding into Australia since its Brisbane office.

Analysts view this expansion as part of a trend of international brands and agencies that can consistently communicate their message across markets and adapt for local audiences. Business Honor believes integrated communications partnerships are becoming essential as brands prioritize authentic engagement, localized storytelling, and measurable marketing performance.