Creating The Next Bondi Vet: Dr Alex Hynes

Four Drunk Parrots created a kick-ass brand for Dr Alex Hynes, developing an awesome integrated social, PR and product line campaign, which resulted in us growing her reach from nothing to 200,000 per week, and achieving 1.25 media opportunities every week. And we have only just begun.



Dr Alex Hynes is an Emergency Veterinarian and Director at Animal Emergency Services, with clinics throughout Queensland. As well as being a busy Veterinarian, she is also a Mum, Director and Fitness Ambassador.

IMG_1384Alex came to Four Drunk Parrots with a wish:

  • She knew that there are not many vets out there in the media who have spent the years living and breathing the kind of veterinary work she has done. Being on the ‘frontline’, she knew she had a message she wanted to share.
  • She wanted to show the teamwork and dedication that is required to be an emergency veterinarian, and both share and acknowledge this with other vets, the general public and particularly pet owners.
  • She wanted to show vets and aspiring vets that you can have a tremendously full and gratifying work life while still enjoying a family, doing the things you love and furthering your education!

Four Drunk Parrots had the knowledge, the contacts, the systems and the experts to make her wish a reality!



Our goal was to make her the ‘go-to-vet-and-pet expert’ in all related industry, lifestyle and consumer publications and media outlets, ensuring her profile gained momentum in as many relevant areas as possible.


Three Step Approach

One: Four Drunk Parrots researched the vet, pet, and female lifestyle markets extensively, to understand what opportunities would be available to Alex — from the obvious to the not so obvious.

Two: We worked closely with Alex to understand her dynamic personality and what she was passionate about — this allowed us to strategically build a targeted media database.

Three: We evolved and aligned what Alex could offer seamlessly with the specific media outlet, ensuring it was always unique, informative, engaging, and timely.


What We Created:
  • PR Media Kit
  • Social media accounts
  • Multimedia database
  • Editorial schedule and calendar
  • PR Scripts
  • PR Database
  • Relationship development
  • Content development for each target audience
What We Achieved:
  • Radio interview with SeaFM on Gold Coast on summer tick prevention
  • Radio segment recorded for Radio Metro Gold Coast and played on rotation throughout summer on summer safety pet tips
  • Sunday Mail Brisbane:
    • Interview and photoshoot on surviving the festive season with pets
    • Interview on dangers of dogs swallowing small bouncy balls – including surgery video
    • Statement on tips for travelling with pets
  • Radio interview on Hot 91.1 on the Sunshine Coast on top festive season tips for pet owners
  • 45-minute speaker role at Mind, Body, Soul Festival in Brisbane on inspiring women
  • Editorial feature in Brisbane, Gold Coast and Byron lifestyle magazine: ‘Haven on Best Pets for Kids’
  • 30-minute presentation at Women’s Health & Wellbeing Expo in Gold Coast on achieving your career dreams
  • Guest blogging opportunities with VetZone and VetAnswers
  • Offer of 30-minute presentation at Veterinary Nurses Council of Australia 2017 Conference
  • Editorial statement for brisbanekids.com.au on what to do when your dog gets locked in a hot car
  • Provisional offer to work with VetTalkTV (online Pet TV Channel), in a presenting role
  • Logan Reporter:
    • Interview and photoshoot on surviving the festive season with pets
    • Editorial statement on dangers of chocolate for dogs
  • Editorial feature for Kids on the Coast Magazine on benefits of pets and best pets for kids of different ages
  • Offer of 15 minute weekly talk back show from Logan FM
  • Editorial feature in Families Magazine on Health and Wellbeing on benefits of pet ownership
  • Interview with Murdoch University on past student veterinary career Success
  • Offer of monthly talk back show from 4CRB Radio Gold Coast

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