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Starwood Hotels & Resorts – Announcing Westin Brisbane

Objective:

To announce that Starwood Hotels & Resorts has signed The Westin Brisbane – a new build hotel in Brisbane city centre. Communicate Starwood’s growth and position within the Australian hotel market, whilst also driving awareness about the Westin brand and its core values.

Idea:

GTI’s PR team coordinated a press conference on site where the hotel is being constructed and invited local media to attend, including broadcast (TV and radio) and business and development press. Senior spokespeople from Starwood Hotels & Resorts, Pacific briefed media on the hotel and answered any questions about the property. The Lord Mayor Graham Quirk was also invited and secured to say a few words on what the development means for Brisbane’s tourism industry. One-on-one interviews were coordinated following the press conference, to ensure media left with a unique sound bite.

To reach a national audience as well, phone interviews were secured and coordinated with the property writers at the Australian Financial Review and The Australian, as well as industry trade title Hotel Management.

In conjunction with the local press conference, press materials including a press release and hotel renderings were distributed to national and regional business, development and trade media, as well as key industry partners, such as Brisbane Marketing, Brisbane City Council, Tourism Events Queensland and Tourism Australia.

Results:

  • Representatives from Channel 7 News, Channel 9 News and The Courier Mail attended and interviewed Starwood spokespeople following the announcement
  • Phone interviews were also secured with Australia’s two national newspapers to secure national coverage across The Australian and the Australian Financial Review
  • 36 pieces of broadcast, print and online coverage were secured in total, with a reach of 9,421,503 and AVE of $167,134
Visit Project
  • The Westin Brisbane
Date
  • November 3, 2016
Project URL
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