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Crowne Plaza Sydney Coogee Beach



To showcase the multi-million-dollar re-design currently underway at Crowne Plaza Sydney Coogee Beach, Barking Owl Communications worked with the hotel team to organise a hard hat tour followed by a beach brunch providing the trade media and key industry association representatives with a “first look” at the new innovative meeting and events spaces, changes to the hotel’s new look guestrooms and a sneak peek at the hotels’ restaurant and bar concepts. 




The Brief:

Barking Owl Communications was retained to execute a public relations strategy with a goal to generate awareness about the hotel’s multi-million-dollar re-design among key audiences in Australia.

The Approach:

We agreed with the client to divide the scope of work into three stages to maximise opportunities and complement the stages of the hotel’s re-design and timing around construction.

Stage one  (September -December 2019) focused on the new meetings and events spaces available as well as the new lobby and half of the 209 guest rooms.  To showcase the 10 new flexible meeting spaces, state-of-the-art technology and new event dining concepts, we recommended a hard hat event inviting a selection of media and industry to experience a first look exclusive preview at the innovative spaces and a taste off the new event menus.

Phase two of the program which commenced in January 2020 had a focus on the consumer media and showcasing the restaurant and bar offerings.  The strategy included a consumer press release and invitations to leading travel editors to experience an overnight stay at the hotel resulting in feature coverage.  The strategy then had to be put on hold due to the effects of Covid-19.

Phase three of the PR program is due to commence in September 2020 and is subject to construction timing and the unprecedented global crisis of 2020.

The Results:
Phase one of the retainer resulted in:

  • New relationships established with key executives of business events company

  • Exposure of the hotel’s redesigned rooms and meeting spaces to over 20 x business events industry and trade media

  • Eight pieces of coverage on the hotel’s redesign plus social media exposure

Phase two of the retainer resulted in:

  • Two consumer media famils

  • Coverage and activity following the famils is pending due to impact and timing of Covid 19

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