effie&co was appointed by Pullman Melbourne on the Park in 2021 to relaunch the hotel following a $40 million renovation. The brief was to create awareness of the new look hotel and highlight its location across from one of the world’s premier sporting precincts.

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effie&co conceived of a unique new positioning for Pullman Melbourne on the Park ‘Position Perfect’ and developed and executed a strategic campaign to raise awareness of the relaunched premium hotel, communicate its unique positioning and attract a new, higher yield consumer.

The campaign included publicity, influencer marketing, social media (organic and paid), content development, promotions and signature events including the highly successful Women. Sport.The Future, an annual ‘women in sport’ business luncheon held in the lead up to International Women’s Day.

"We have been working with the team for over two years and during that time they have achieved excellent results achieving consistently positive media and social media coverage. Importantly, and in line with our “position perfect” tagline, effie&co have conceived a number of signature events to help us differentiate ourselves in a very competitive market and cement our positioning as the ‘home of sports.’ Since relaunch, hotel occupancy and events and conferences have been growing strongly."

Tony Byron, Director of Commercial
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57 million OTS via earned media coverage
3 million followers reached via influencer marketing
7.5 millions impressions and 100,000 landing page views generated from paid social media.

Project Outputs

  • Influencer Engagement
  • Content Production
  • Facebook Advertising
  • Videography: EliMakTV

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