THE BRIEF

We were briefed to deliver a three-month PR campaign for the launch of lyf Collingwood, the first property under the lyf brand to open in Australia and a hotel unlike anything else in Melbourne. The PR campaign consisted of media relations, the delivery of a launch event, and management of lyf Collingwood’s Instagram page and sat outside of the agency’s retainer with Ascott Limited.

OUR RESPONSE

To raise awareness of the hotel’s opening, we issued a media release, invested in targeted media pitching, organised media and influencer famils, launched and managed lyf Collingwood’s Instagram page, and delivered a launch event. We also assisted with the creation of a lyf Collingwood podcast and managed lifestyle photography for social and digital content.

RESULTS

Over the campaign, we reached a total estimated audience of 2.84M which generated an advertising space rate of $248.57K through traditional media relations. Coverage highlights included a Herald Sun news piece which was syndicated across Townsville Bulletin, Gold Coast Bulletin, Hobart Mercury, Geelong Advertiser and Cairns Post, a famil with Traveller, a feature on Sitchu, a listing on Time Out Melbourne and inclusion in a Best New Hotels round up in Escape.

On social media, we secured a total of 165 social clips across posts, reels and stories reaching a total audience of 971,159.

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