Transforming a heritage Melbourne hotel

The Challenge

With a competitive tourism landscape and two new global hotels also opening in July 2023, our task was positioning Rydges Melbourne as an authentic travel experience, housed within a transformed hotel, which also offered world-class events and conference locations.

The Solution

The Response

What we did

Amplified that it was the place to stay for theatre-related travel due to its location.
Media engagement featuring a key morning show competition + opening day segment.
A media/influencer familiarisation opening event.
Paid influencer content from a celebrity ambassador to amplify the opening.
Organised a familiarisation for the hotel's launch, hosting 27 media and influencers with global reach for the opening night on a 24-hour immersive tour, culminating in a hotel tour and sit down dinner event for 46 people.
Distributed the news of the transformation to key media and influencers within Australia and New Zealand.