Hatching Communications was assigned to launch the opening of the reimagined and revitalised Royce Hotel, a luxury boutique hotel on Melbourne’s St Kilda Rd that had closed for two years of extensive renovations. 

Our brief was to achieve significant media coverage of the re-opening, to position the hotel as the premium accommodation option for travellers, drive bookings and showcase the hotel’s Showroom Bar as a buzzy dining destination for locals and visitors alike.

To build awareness of the opening, a traditional PR campaign, leveraging traditional and digital media, social media and industry professionals was employed.

Pitching program: We proactively pitched to travel, design and lifestyle media nationally across print and digital, including freelance writers. 

Individual famil program: through tailored pitching, key Australian media were secured to stay at the hotel, including journalists from AFR: Life & Leisure, delicious, Traveller, Gourmet traveller and Concrete Playground. 

Social media: Hatching worked alongside The Royce’s brand agency to establish the tone of voice and maintain clear and consistent communication for The Royce social channels. Creating monthly content plans and curation of an image bank, we launched both The Royce and Showroom Bar Instagram and Facebook handles. 

Over a six-month period, the campaign to date has secured print, digital and social coverage, including extensive exposure across major newspapers and magazines nationally. Publications include delicious, Gourmet Traveller, Good Weekend, The Age, Herald Sun, Urban List, Escape and Traveller.