Hotel X

Property Launch – Brisbane
Waldorf Maldives Ithaafushi 12/09/2019

The landscape

Brisbane’s recent hotel boom bought about the unveiling of several boutique accommodations, joined by a rush of exciting hospitality openings. In a busy space, newcomer Hotel X needed to stand out.

The clever idea

Give local media and influencers a premium, end-to-end experience to drive a torrent of social and digital chatter in the lead-up to the hotel launch. We designed an accommodations and hospitality experience like no other, leaving our guests with no choice but to shout and scream that Hotel X was the next best lifestyle destination in Brisbane. User-generated content, and a curated media relations campaign helped the property take over social and digital feeds over a three-month launch period, helping to drive an abundance of local excitement and curiosity, as well as bookings.

The results

50M reached through combined social and digital channels during hotel launch phase

76M+ reached through combined social and digital channels regarding sister restaurants and bars

300+ pieces of positive earned media coverage secured spanning digital, broadcast, print and socials

Curated and hosted 15 familiarisations with national and local media and influencer talent

Hosted a 300pax launch event attended by media and influencers

Developed Hotel X’s social media guidelines and grew social followers to 4,574 with 71.6K engagements and 3,132 website visits from social activity

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