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Event & Strategic Partnership between Sofitel Sydney Darling Harbour and Megan Hess

The Brief:

To come up with an event concept that would generate media exposure building awareness of the Sofitel Sydney Darling Harbour and drive traffic into the hotel and in particular assist with the F&B revenue in the signature restaurant Atelier by Sofitel.

The Approach:

The agency reached out to Megan Hess, leading Australian fashion illustrator and author of children’s book, Claris the Mouse and initiated a partnership in the way of a High Tea Series that mutually benefit both the hotel and Megan Hess.   The agency shaped a partnership that ensured the concept delivered the hotel with F&B revenue, accommodation bookings, media coverage, social media exposure and brand awareness​ and provided Megan Hess with additional brand awareness and a new audience to promote and launch her new book.


The agency managed all elements from partnership negotiations, developing an event critical path, management of collateral design and printing  (invitations, menus, posters, calligraphy)​, delivering a successful media strategy including the development of media materials, securing an event host, managing the event photography and videography, managing the event invitations and RSVP’s, hosting the event and then conducting post event follow up, media monitoring and providing a ROI report.

The Results:

  • The agency secured coverage in print and online outlets with providing exposure of the event both pre and post launch -  a total of 25 pieces of coverage were secured

  • Over 130 social media posts tagging the hotel and Megan Hess were recorded with Instagram posts, Instastories and Facebook activity

  • Due to the popularity of the High Tea, the hotel extended the series from three months to six months

  • The hotel recorded an increase in F&B revenue over the months that the High Tea series ran


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