Refuge
Refuge
Services Provided
- International PR Campaign
- Global Media Relations
- Press Release Strategy and Distribution
- Interview Coordination and Feature Pitching
- Social Amplification
01.
The Brief
Refuge NYC launched in September 2025 as Brooklyn’s newest audiophile nightclub — a 500-capacity, design-led venue built by seasoned figures from the US dance music community. We were appointed to manage the venue’s full global PR rollout, with the goal of positioning Refuge as a standout addition to New York’s club landscape and a benchmark for sound-focused nightlife experiences. The campaign needed to introduce the brand to international audiences, highlight its technical and cultural credibility, and secure coverage across leading music and lifestyle publications.
02.
The Solution
Sequel PR delivered a comprehensive two-phase launch campaign. Phase one introduced Refuge through exclusive pre-launch coverage in Resident Advisor, DJ Mag, and Mixmag, establishing its sound-first philosophy and strong curatorial identity. Phase two expanded to global media outreach, securing international features across major territories including the US, UK, Europe, and Latin America. The team coordinated interviews with founders for Billboard and MusicTech Magazine, and amplified awareness through highly engaged electronic music “tribe” pages and social networks. The result was sustained visibility across global dance media and strong recognition of Refuge as one of 2025’s most significant venue launches.
03.
Results:
