Our Work

FELIX HOTEL

LANDING SYDNEY’S COOLEST AIRPORT HOTEL

The Overview

WE NEEDED TO LAUNCH FELIX HOTEL ‘HOT’ TO THE MARKET SO WE CRAFTED A FRESH SOCIAL IDENTITY FOR LAUNCH, WROTE A SOCIAL PLAYBOOK AND EXECUTED A STUNNING ABOVE THE LINE SOCIAL & CONSUMER PR CAMPAIGN APPEALING TO URBAN NOMADS.

The Business Challenge

Felix Hotel Sydney needed to launch into market ‘red hot’ with significant awareness and high occupancy. The goal was to open at 90%+ occupancy by clearly communicating the brand USP – ‘not another Airport Hotel’ – establishing Felix Hotel as Sydney’s Coolest Airport Hotel.

The Insight

Airport Hotels are necessary and convenient however they are often mundane and lack personality. Felix Hotel truly ‘breaks the mould’ in Airport Hotels and has created a cool space for urban nomads to play, sleep, eat and work – redefining the category.

The Solution

Our strategic response was to break the rules in order to differentiate Felix Hotel from every other Airport Hotel. We explored audience, platforms and creative territories. We then created a social brand, ATL assets and a content strategy that clearly demonstrated the hotel’s USP. We added a delight and surprise moment for A-list media by taking them for a spin on a private G6 Jet before landing at the hotel and hosting them at an exclusive media event. All tactics reinforced the Felix Hotel brand positioning as ‘Sydney’s Coolest Airport Hotel’.

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