RECENT

W SYDNEY

Joined the pre-opening commercial project in July 2023 and played an integral role in the strategic planning and execution of the marketing communications plan. Launched W Sydney into market on 12 October 2023 as the largest W Hotel in the world.

  • Creative execution of initial property wide photography including two multi-day lifestyle shoots, dedicated beverage and food shoots, and hotel spaces.

  • Led the social media management of W Sydney’s social accounts including BTWN and 29/30 alongside key events including W Sydney’s Opening Day and Premiere Party.

  • Project-lead for website development of W Sydney, BTWN, and 29/30 including site architecture and UI setup, conceptualisation, application programming, meta tagging and search engine optimisation.

WELCOME TO SYDNEY, DARLING!

Celebrating the long-awaited opening of W Sydney, the hotel’s Premiere Party amplified the hotel’s entry into Australia as the flagship W Hotel with an aspirational experience. Diving into the essence of Sydney Australia, the activation highlighted the habour city’s vibrant and confident urban energy while the 'Larrikin' design narrative was blended through bold and unexpected moments.

Collaborating with Studio Messa for creative event planning, together the marketing team worked collaboratively to deliver 158 media outcomes, $809,049 in PR value and a reach of over 21.9 million.

  • VIP ARRIVAL

    Guests arrived on an eye-catching deep blue carpet marking the entrance alongside, native florals to highlight the bold and colourful style of Sydney.

  • BEVERAGE DIRECTION

    The personalities of Sydney are brought to life in liquid form by Maybe Sammy. Fresh native ingredients, eclectic flavours, and sculptural garnishes delight guests and create shareable moments.

  • FOOD DIRECTION

    Innovative food styles herald the diverse culture of Sydney. Bold and modern - food tells our story and encourages a social atmosphere.

    Led by BTWN - the W Sydney restaurant shined with its focus on hyper-local produce and sharing between friends.

  • IMMERSIVE ROOMS

    Guests explored sharable and immersive on-theme spaces, presented by brand partners. The Sydney narrative canbe woven through with original and unexpected drink serves, light, sound, styling and artist collaborations.

  • LIVE PERFORMANCES

    Musicians, artists, designers and performers are the lifeblood of Sydney. Their artistic energy vibrated with the boldness, colour, diversity and talent that the city is known for.

  • Extreme Wow Suite VIP Experience

    An intimate and luxurious experience by strict invitation only. VIP guests enjoyed the finest, with Dom Perignon and a lavish caviar ba.

  • AFTER PARTY

    Evoking the feeling of a night swim in Sydney's deep blue, discovering glittering bioluminescence flowing through your finger tips.

DESIGNING DYNAMIC BRAND EXPERIENCES

Bringing to life dynamic brand experiences is a passion that fuels my everyday career in marketing. Championing international and local programming alongside quarterly partnerships for W Hotels flagship Australian property has positioned W Sydney as the leading lifestyle luxury destination in Sydney.

SOUND DESIGN

  • Implementing a global music tour event in partnership with W Hotels

  • Brought to life the rooftop bar’s first live event featuring international artist, Franky Rizardo, high above Sydney’s Darling Harbour.

RESTAURANT & BAR PROGRAMMING

  • Ideated and created the unique brand identity of W Sydney’s restaurants and bars including market positioning, graphic design, and tone of voice.

  • Collaborating closely with local and domestic media to drive awareness, secure coverage, and position key outlets as top of mind dining spots.

FASHION AND LIFESTYLE MOMENTS

  • In partnership with the GQ Men of the Year Awards as the official accommodation host and to collaborate on full-page magazine opportunities alongside influencer content and KOL stays.