Public Relations Company

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Case Study: Ready, set, LAUNCH!

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DRPR Drumbeat

Leo Sayer


Over the past three months, DRPR has been working with the recently refurbished Sebel Surry Hills to help them effectively launch the revamped hotel.

In April, the Sebel Surry Hills, formerly known as the Citigate Sebel Sydney, completed a massive $20 million refurbishment to become Sydney's latest 4.5-star hotel.

From day one of the project, DRPR worked with hotel general manager Michael Sheridan, marketing and sales director, Garry Marin and Mirvac marketing and communications manager, Linda Sweeney to spread the word about the added comforts and benefits of the newly refurbished hotel.

The project started with a glamorous launch party. Over 250 guests enjoyed fine wine and delicious seafood canapés around a spectacular fish ice sculpture. The new hotel lobby in-ground glass aquarium was a huge success as guests marvelled at the 41,000 litre fish tank below their feet. The aquarium, the first of its kind in Australia, provided a unique focal point and added to the party atmosphere.

Speeches were made by Mirvac CEO, Andrew Turner and hotel owner, Jerry Schwartz and then the red ribbon was cut to officially open the hotel. Special guest, Leo Sayer was then next to take the stage. Leo Sayer was a huge hit as guests enjoyed 'dancing the night away' to the classic hits.

DRPR achieved great media coverage results for the Sebel Surry Hills launch campaign, including positive reviews and mentions in metropolitan newspapers including the Sydney Morning Herald, Sunday Mail (SA), Sunday Times (WA), The Age and more.

As regional NSW travellers were also identified as a major target audience, DRPR also organised competitions to run in numerous NSW regional publications along with positive editorial and reviews.