Project
PR launch campaign
Client
Element Melbourne Richmond
Location
Melbourne
The Brief and our Approach
Open Element Melbourne Richmond with a bang and make sure the property stood out from the crowd.
With multiple new openings in Melbourne, the hotel had a lot of competition.
- In addition to our pre-opening PR activity and opening/ribbon-cutting event, GTI organised a community block party to open the hotel in style
- Brought the brand and hotel’s USPs to life through mini activations throughout the hotel, including a pedal-powered media wall, a dog grooming station, a cooking demonstration and Heavenly bed display
- Secured Melbourne’s media and influencer elite, including Laura Henshaw, Jules Lund, Zara McDonald and Michelle Andrews to attend the event
- Reached the masses through a Sunrise segment on the hotel’s pet friendly amenities
- Generated scores of hotel reviews through a series of famils
The Results
- 422 pieces of coverage
- Reach of 36,100,000
- AVE of AUD$384,000
- 40+ media and influencers attended launch event
