Sofitel Sydney Darling Harbour – Launch Phase

The Brief:

Generate awareness and talkability for Sofitel Darling Harbour as Sydney’s newest luxury 5-star hotel to open in 15 years.

The Challenge:

A completely new team working together for the first time and significant changes in staffing and operations within the first year.

The Solution/The Idea:

We decided it was best to launch in three phases. In the pre-opening phase we organised an exclusive preview dinner for long lead media to drive long lead magazine coverage to be published at time of opening. During the opening phase we ran a media famil program with local and international media to generate reviews and coverage. We held 2 x media previews to launch food and beverage within the hotel after six months to create new story opportunities and to address common teething issues with key food, wine and lifestyle media and opinion leaders.

The Results:

220+ media famils including;

• Life & Leisure, Tourism Australia, Vogue Living, Australian Gourmet Traveller, Executive Style, Delicious, Vacations and Travel, Qantas, Harpers Bazaar

Hotel reviews in leading national publications including but not limited to;

• The Australian Financial Review, The Australian, Traveller, Qantas Magazine

Atelier by Sofitel reviews and Chef profiling including but not limited to;

• Good Food, delicious.com.au, Qantas Travel Insider, Escape, Time Out Sydney