THIS IS LUXURY, LIBERATED.

W HOTELS

PRE-OPENING PROJECT

Recruited in 2023 for the W Sydney pre-opening commercial project to execute the strategic planning and delivery of the annual marketing and communications plan to launch W Hotels largest property 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.

BOLD. DYNAMIC. TASTEFUL.

  • W Living Room

    Established W Hotels signature lobby bar into a lively social scene with transformative spaces for small bites, mixology, and live DJs set against harbourside views.

  • BTWN Restaurant

    Established the unique brand identity of BTWN restaurant with a focus on modern Australian cuisine with influence of Asia and Middle Eastern.

  • BTWN Bar

    Positioned BTWN Bar as an extension of the restaurant with a hyper focus on local ingredients to present ‘Native Cocktails’ inspired by Australian flora.

  • 29/30 Rooftop Bar

    Established the unique brand identity of 29/30 rooftop bar with a focus on modern Asian influences, exotic cocktails, and unique one-night guest shift experiences.

  • 29/30 Cabanas

    Established Level 29 Cabanas as an added experience within the two-storey rooftop bar, ideal for group dining and intimate events.

  • 2am: Dessertbar

    Positioned the first Australian outpost as an elevated and refined dessert experience highlighting unique degustation menus in partnership with renowned Singaporean Chef, Janice Wong.

  • Level 30 Bar

    Established the unique brand identity of 29/30 rooftop bar with the upper deck of Level 30 representing an exclusive Caviar and Champagne Bar experience aimed at Sydney’s elite and most influential.

  • WET Deck

    Established W Hotels signature pool concept into an iconic infinity rooftop pool experience with adults-only weekend experiences and coastal inspired cuisine.

  • Indoor WET

    Established Indoor WET as a guest enhancement with in-room dining capabilities.

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.

LIVE MUSIC EVENTS

  • Implementing a global music tour event in partnership with W Hotels. Highlighting Aussie x UK duo, Night Tales with a sold out event.

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

RESTAURANTS & BARS CONCEPTS

  • 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.

KEY PARTNERSHIPS

  • 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.

  • Celebrating W Hotels fifth year of its partnership with the Sydney Gay and Lesbian Mardi Gras, W Sydney played host for the first time during the festivities with key activations as the headliner for the official parade.


STRATEGIC PARTNERSHIPS

Spotlighting W Hotels distinctive SOUND identity, the W PRESENTS campaign was the first of its kind in the APEC region with Aussie x UK duo, Night Tales. In partnership with IMG Talent and Belvedere Vodka, the event experience was bespoke and exclusive.

W PRESENTS is a global live music series by W Hotels, spotlighting a diverse mix of emerging and established artists. The overall campaign generated significant ROI with 2.5M+ in reach and+ 60% increase across all social engagement metrics.