crowne plaza darling harbour

Sydney’s newest upscale hotel in the heart of the CBD. Enviably located on the corner of Sussex and Bathurst Streets, the newly built Crowne Plaza Sydney Darling Harbour is your sanctuary away from home.

The Brief

Eight Communications was selected to represent and manage the official launch of the return of the Crowne Plaza brand to Sydney CBD, and open Crowne Plaza Sydney Darling Harbour. Eight Communications was tasked with managing a pre-opening PR, a launch event and post-event momentum.

Crowne Plaza Darling Harbour

The Solution

Crowne Plaza Sydney Darling Harbour was set to officially open in May 2020, but due to Covid-19, we had to completely and constantly re-evaluate how we were going to launch the hotel. Instead of hosting a gala event along with a give-back charity event with partners OzHarvest for those affected by the 2020 bushfires, we ended up holding an official ribbon cutting event as we positioned Crowne Plaza Sydney Darling Harbour as the first hotel to open in Sydney CBD following covid-19 lockdowns.

 

We had Premier of New South Wales, Gladys Berejiklian officially open the hotel, alongside the CEO of Tourism Australia, Pip Harrison. We also had in attendance the CEO of TTF, Margy Osborne, CEO of AAoA Dean Wells and Carol Guissepi, amongst others. Following this event, we hosted a series of influencer events and media famils.

Results

Eight Communications successfully launched Crowne Plaza Sydney Darling Harbour and was one of the most talked about hotel openings in such trying times. We also hosted a series of influencer events with the who’s who of the Sydney social clique which elevated the hotel’s social presence. After opening, the hotel maintained a consistently high occupancy rate (over 60%) despite the rest of the CBD having 20% or less occupancy. 

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