What luxury PR actually requires.

Most PR agencies treat luxury as a tone adjustment — swap in words like "curated" and "bespoke," pitch the same journalists, call it premium. That's not how luxury reputation is built. At the top of the market, placement quality matters more than placement volume, the wrong media association actively damages a brand, and journalists who cover luxury know immediately when a story has been manufactured for them. Example's luxury PR practice is built around editorial earned on merit: the right story, the right journalist, the right moment. We do not pad reporting with logo placements or brand-funded content. Our clients' coverage stands because it reads as genuine editorial — because it is.

Hotels, hospitality and destination properties.

Example has run pre-opening and sustained PR programmes for some of the region's most closely watched hospitality addresses. When JW Marriott Gold Coast reopened following a major refurbishment, our campaign generated a 31% increase in ADR — not just coverage, but coverage that converted into rate premium. StandardX, the lifestyle-hotel brand with which we hold an ongoing PR mandate, generated 250+ press pieces across its launch cycle. We understand what hotel PR actually needs to deliver: positioning that justifies rate, media relationships that reach the right guest demographic, and narrative coherence from pre-opening through to sustained media presence. We operate across Australian state and territory markets and across the Gulf, where luxury hotel competition is among the most intense in the world.

Premium spirits and luxury drinks.

Example holds the PR and brand mandate for Patrón Tequila across AMEA — a category-leader campaign that requires balancing cultural credibility with commercial results across significantly different markets. Our spirits track record is consistent: Grey Goose delivered +670% year-on-year sales growth during our tenure. Don Julio achieved 129% sales uplift. These are not awareness metrics — they are commercial outcomes that PR strategy directly contributed to. Luxury drinks PR requires editorial authority in food and lifestyle media, credibility in bartending and trade culture, and the ability to build brand equity without over-relying on paid amplification. We operate across both channels and know where the line is.

Why Example's structure matters for luxury clients.

Example is independent. There are no holding company obligations, no conflicts of interest across competing brand portfolios, and no junior teams running senior client work. The people who pitch the work are the people who execute it. That structure matters in luxury PR, where relationship quality and editorial judgment are the product. We maintain sustained journalist, editor and talent relationships across Australian national mastheads, regional lifestyle titles, international travel and luxury media, and digital-first outlets with genuine luxury readership. Our Dubai office extends those relationships into Gulf and broader MENA media, giving clients operating across both markets a single agency point of coordination rather than two agencies managing conflicting narratives.

Common questions.

Q: How is luxury PR different from standard PR?

A: The mechanics are similar — pitching, relationships, stories — but the standards are different. In luxury, a placement in the wrong outlet or a story framed at the wrong market position can actively undermine the brand. Quantity of coverage is not the metric. Rate of coverage in the right publications, at the right editorial depth, reaching the right reader, is the metric. Our reporting reflects that distinction. We don't count press clippings; we assess reach, tier, and commercial relevance.

Q: Do you work across both Australia and the Middle East?

A: Yes. We have a permanent presence in Sydney and Dubai and run active programmes across both markets. For clients operating in both regions — luxury hotel groups, international spirits brands, destination developers — we coordinate a single editorial strategy rather than running disconnected regional campaigns. This matters when brand positioning needs to be consistent across markets with very different media landscapes and cultural contexts.

Q: Can you handle pre-opening hotel PR?

A: Pre-opening is a core part of our hospitality practice. We typically engage 9–12 months before opening to establish editorial presence, build anticipation among the right media and influencer networks, and ensure that opening coverage lands with the positioning and rate support the property needs. We have run pre-opening campaigns for properties under Marriott, IHG and independent operators. The goal is not to generate buzz — it is to establish a credible editorial position that sustains media interest past the opening window.

Q: What does a retained luxury PR engagement look like with Example?

A: Most of our luxury PR clients work with us on an ongoing retainer rather than a project basis. Retainers are structured around a defined programme scope — media targets, campaign calendar, reporting cadence — not a fixed number of press releases. We work best with clients who are committed to building media authority over time, not clients looking for a launch spike followed by silence. Retainer scope varies by market, entity complexity and activity level. We are direct about what a programme requires to be effective and will not underscope to win the brief.