Located on St Kilda Road, The Royce returned as one of Melbourne’s most anticipated independent hotel openings — a $40 million transformation of the former Rolls-Royce showroom into a contemporary boutique luxury destination.

We were engaged to lead the full launch program, positioning the hotel as Melbourne’s newest luxury hospitality offering and driving awareness of its redesigned rooms and suites, elegant bar and restaurant experiences, and revitalised event spaces.

We delivered a strategic PR and social program spanning pre-launch, launch and sustained momentum. Our approach combined heritage-led storytelling, high-quality media materials, a series of media and influencer famils, and partnerships that connected The Royce with South Yarra’s cultural and creative scene. Social channels were rebuilt with a refined identity and curated content plan for both the hotel and The Showroom Bar, establishing an engaged and growing online community.

The launch set a benchmark for boutique hotel openings in Melbourne. Widespread editorial attention, strong word-of-mouth advocacy and high engagement across social platforms positioned The Royce as a sophisticated new destination for both travellers and locals.