Sofitel Sydney Darling Harbour – Activations and Strategic Partnerships

The Brief:

Sustain buzz post opening and generate revenue across all accommodation, signature restaurant and position Champagne Bar as the authority for Champagne and wine in Sydney.

The Challenge:

At the time Darling Harbour as a precinct was quite under-developed and was perceived as a tourist destination by Sydney residents and therefore inconvenient to travel too.

The Solution/The Idea:

Instigated an ‘always on’ approach and a calendar of memorable experiences for both hotel guests and Sydney locals. Sofitel Salons was developed as a consumer driven concept to engage experts in their field and encourage a wider audience to the hotel while promoting food and beverage.

Developed strategic partnerships and strong brand alignments to enhance the hotel’s brand image in the luxury space and to showcase the hotel’s capabilities for events and VIP stays.

Aligned with prestigious Champagne houses and key opinion leaders for expert panels and masterclasses including John Noble, Director of Champagne Bureau Australia and Champagne Author Robert Walters.

The Results:

The concept of Sofitel Salons as developed by SBCo was shared with AccorHotels and mimicked across other Sofitel hotels internationally

Claris the Mouse’s High Tea sold out weeks in advance and was extended for another six months as a result

An ongoing stream of high profile Sydney based and international social influencers and opinion leaders throughout the hotel leading to ongoing relationships and paid events and bookings.