Launching Melbourne’s Newest Five Star Hotel

THE BRIEF

Located in the heart of the CBD, the Accor-operated Pullman Melbourne on Swanston offers an authentic Melbourne experience from the moment guests set foot inside the designer lobby off a hidden laneway entrance.

The launch of Pullman Melbourne on Swanston followed a $30 million investment by owners Erdi Group to transform an existing landmark hotel, Swanston Grand Mercure into a five-star Pullman, unlike any Pullman Melbourne had ever seen.

They turned to Bastion Effect to devise and implement an integrated launch campaign comprising media relations, in-hotel activations, brand partnerships, influencer engagement and social media to build awareness of the new property among a style-conscious, ‘global nomad’ target audience.

THE RESULT

In mid-November, Bastion Effect helped officially open the new Pullman Melbourne on Swanston via a gala event that also kicked off our media relations, social media and influencer campaigns.

VIPs, stakeholders and celebs flocked to the hotel, including Urban List, Traveller (SMH) and Goodfood – arranged as part of our media famil program, while we also secured an exclusive package on Nine News and convinced travel / mens fashion influencer Shaun Birely to stay for free, resulting in content he shared with his 111,000 followers.

We also secured former Western Bulldog – turned radio personality Bob Murphy who attended the launch along with tennis ace-turned commentator Sam Groth and wife Britt, and Hawkes star Jack Gunston and girlfriend Dani – which helped secure next-day coverage in The Herald Sun’s Confidential pages.

The campaign is well underway and media results are looking strong and promising, while the Pullman’s social channels are attracting steady follower growth that will increase as our strategic activations roll out.

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