Case Study
The Brief
Ange Wallace from Star Baths approached HMC to help launch a premium outdoor bath, engineered by her partner Anthony Belle. Their design addressed common frustrations with outdoor bathing such as water connectivity, heat retention, and comfort while offering a visually striking, two-person experience. However, the story soon revealed itself as far more than a product launch.
The Insight
Star Baths’ origins were deeply personal. In 2025, while facing terminal cancer, Anthony shifted his focus from pool building to perfecting the Star Bath prototype. The workshop became essential for his mental wellbeing. Ange, a lifelong fan of outdoor bathing, recalled childhood experiences soaking with family - a tradition which fostered connection and simplicity. Their journey was heartfelt and powerfully visual, elevating the launch to a national story.
The Strategy
HMC Communications opted for a bold, national-first approach, recognising that the strategy demanded a careful and deliberate touch. Rather than leading with the product, the team chose to foreground the personal story at the heart of Star Baths, ensuring that the narrative resonated authentically with audiences. Their focus included:
National television and select regional print outlets
Positioning the narrative as human-first, product-second
Highlighting emotional depth and visual richness
Supplying strong supporting assets, including historical and workshop footage
In an era of shrinking newsrooms and rare in-person interviews, the strength of the personal story justified the ambitious strategy.
The Execution
Media response was swift. Journalists from the Waikato Times and Seven Sharp requested visits to the Raglan workshop, meeting Ange and Anthony in person. The highlight was Daniel Faitaua’s moving five-minute segment on Seven Sharp, capturing:
Anthony’s resilience and positive outlook during treatment
The couple’s partnership and vision
The Star Bath as both product and symbol
Client-supplied archival footage of Anthony swimming in the Raglan ocean and working during chemotherapy added depth, creating a cinematic, layered narrative that resonated with viewers.
The Results
National television feature on Seven Sharp
Regional print coverage in Waikato Times
In-person media engagement across several outlets
Star Baths positioned as a premium product and a story of resilience, love, and purpose
Stories shared on the client’s owned channels generated additional reach
The coverage generated emotional and commercial impact.
Client Feedback
“When you’re launching a company, there’s a huge amount to juggle.
There’s always more to do than time allows, and in our case, that was alongside navigating Stage 4 cancer. There are some things you simply can’t do on your own.
HMC brought an independent lens. They could clearly see where the gold was, and they had the relationships and credibility with media to make people take notice.
Taking that leap with them was one of the best decisions we made. The impact on the business has been incredible. And beyond that, they helped capture something really special, a moment in time, told properly. It’s a story and a piece of footage we’ll always cherish.” Ange Wallace
The Takeaway
When the story is real, deeply human, and told with care, the biggest platforms will listen. In today’s competitive media landscape, it’s not about volume, it’s about finding and elevating the story that truly deserves attention.
