We partnered with Marriott to launch Le Méridien Melbourne, part of the prestigious Marriott Bonvoy portfolio and the brand’s return to Australia. Our remit was to introduce its Parisian glamour and modern design sensibility to a Melbourne audience, build anticipation for its reopening on the site of the former Palace Theatre and position the property as a design-led destination for culture seekers, travellers and locals.

We developed a full national PR and social program that centred on storytelling, creative positioning and consistent brand visibility. This included a detailed launch plan, bespoke messaging, curated media targets, an editorial image library and a comprehensive media kit built to communicate the hotel’s design cues, creative energy and transformation from a century-old theatre into a jewel of Melbourne’s hospitality scene.

Proactive pitching and targeted media famils generated widespread interest across travel, lifestyle, design and metropolitan media, supported by collaboration with tourism bodies to extend reach and credibility. In parallel, we built a cohesive social presence through tone of voice development, curated content galleries, monthly content schedules and an influencer program that showcased food and beverage, design details and the hotel’s creative identity.

This integrated program delivered sustained national visibility, strong digital engagement and a contemporary narrative that re-established Le Méridien as a premium global brand within Melbourne’s competitive hotel landscape.