Melbourne doesn't reward average.

This is a city with the most discerning restaurant and bar audience in Australia, a hotel market that has seen everything, and a media landscape that can make or break a venue in a week. It requires brand strategy that is genuinely precise, earned media that reaches the right people, and a team that understands the difference between Melbourne and everywhere else.
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What we've done here.

We launched The Standard Melbourne (StandardX): 250+ pieces of press, 363M+ reach, positioned as Fitzroy's most culturally relevant hotel. We revived The Hotel Esplanade: 12 bars, 2 restaurants, 3 stages, sold for $64M (5x purchase price). We created The Waterside Hotel's full brand world from scratch, including the Past/Port dining concept. Melbourne is not a secondary market for us. It is one of the most important.
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What we do in Melbourne.

Brand strategy for hotels, restaurants and venue groups at the concept stage. PR and earned media with deep Melbourne media relationships. Placemaking for precincts and hospitality destinations. Influencer strategy grounded in Melbourne's cultural ecosystem. Venue launch strategy that earns national coverage and loyal local audiences simultaneously.