Launching a golden new hotel to market, in a location that also needed some PR.



Drive awareness around the opening of Novotel Melbourne South Wharf and the hotel’s premium location and hospitality offering in order to drive bookings.



As the flagship hotel within the new Melbourne Convention and Exhibition Centre precinct, Bastion was brought on to drive awareness around the hotel opening – and showcasing its enviable city-fringe location was a key focus.

Using a two-pronged approach, we told both the hotel business story in corporate media, and whipped up consumer interest in its March opening in travel, lifestyle and culture outlets.

Key to this was engaging the right influencers to make Novotel Melbourne South Wharf a must-stay destination. To promote its location in one of Melbourne’s most up and coming areas, we conceptualised, facilitated and executed a media famil to host some of Australia’s top travel journalists.

Our program allowed key influencers to not only experience the hotel’s premium hospitality offering firsthand, but importantly showcased the best of burgeoning South Wharf. From shopping at DFO South Wharf, to a culinary tour though the South Melbourne Market as well as exclusive Medallion Club tickets to an AFL match at Etihad Stadium – we did it all.

Within two months, Bastion Effect secured 47 media and influencer hits and reached over 6 million people across Australia, putting this golden hotel on the map to ensure it ‘opened hot’.


Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.

We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management.