Eight Communications has managed the PR for Sofitel Melbourne since 2021 generating significant awareness and media coverage through-out this time on its multi-million dollar refurbishment, key partnerships and F&B offering while re-establishing the hotel’s standing as the premier hotel of the arts in Melbourne.


As Hotel for the Arts, Sofitel Melbourne On Collins has ongoing partnerships with the National Gallery of Victoria, ACMI and smash hit musical productions. We have been integral to supporting and amplifying these partnerships through PR, events and out of the box activations that have garnered the hotel over $7.3 million worth of media coverage and more than 100 million in circulation since 2021.

We have achieved this through the implementation of a number of key PR campaign elements including:

  1. Managing and hosting media and influencer events
  2. Creative event ideation
  3. Initiating and facilitating an Sofitel Ambassador program, with high profile talent as Sofitel Ambassadors
  4. Working with key collaborative partners (ie NGV, Hamilton)
  5. Writing and distributing media releases on key partnerships and F&B activations
  6. Ongoing media relations
  7. Establishing strong relationships with Melbourne-based industry contacts such as Visit Victoria and City Of Melbourne
  8. Managing an ongoing media and influencer famils program.

Testimonial, Jay Niklon, Marketing & Partnerships Manager, Sofitel Melbourne

“The team at Eight Communications really understand hotels and hospitality, with Angela’s strong background and experience with Accor Hotels, it was an easy choice to partner with them to ensure we achieve our PR objectives at Sofitel Melbourne On Collins.  The team have fantastic close relationships with key media and their strengths within event management are outstanding.  I have had a lot of fun working with the team and I see Angela, Christina and Alette as extended colleagues as we have really close working relationships and I think that is key to having successes with external agencies within any organisation.”


We have managed multiple media events for Sofitel across 2022/23. One recent example involved bringing the hotel’s partnership with the National Gallery of Victoria to life, through the launch of a Picasso-inspired lunch menu at No.35 Restaurant. 

This involved executing a robust PR campaign and event management, with Age/SMH Traveller, Herald Sun, Domain Review, Time Out Melbourne and influencers @lindyklim @_hollyt, @shaun.lyle and @itsmejack in attendance, generating extensive social and media coverage.