Luxury hospitality brand appoints We Are Different
We Are Different has been named the earned agency of record for sustainability-led luxury hospitality company Crystalbrook Collection Hotels and Resorts, Mumbrella can reveal.
The agency will be responsible for planning, creative, and production across Crystalbrook Collection’s portfolio, working with the business’ marketing team to deliver integrated campaigns across earned and influencer channels.
The company operates eight hotels, sixteen restaurants and bars, three day spas, and one superyacht marina nationwide, alongside two new hotels currently in development. Group director of marketing Melissa Gruse said the brand was committed to “responsible luxury”.
“Crystalbrook is built on a spirit of positive rebellion, reimagining hospitality for guests in a way that piques curiosity, brings joy and invokes a sense of wonder,” she told Mumbrella.
She said partnering with We Are Different will bring further momentum to the brand’s story, aiming to help it better stand out in a crowded category.
“Their strategic clarity and creative instinct make them a great fit as we continue to evolve the travel, dining and wellness experiences in Australia and beyond,” she said.
We Are Different will focus on earning attention across traditional PR. The campaigns will cross over into the world of social and influencers too.
(L-R): We Are Different’s Siobhan Veddovi-McCaughan, Stuart Terry and Zoe Finlayson
Stuart Terry, founder and director at the agency, acknowledged Gruse’s point of saturation in the travel industry, and said brands who want to stand out must think and act differently.
“From day one we were energised by the Crystalbrook Collection team’s ambition to challenge the status quo and deliver cut-through with industry-leading creative,” he told Mumbrella. “We’re excited by the partnership and opportunity to do great work together.”
We Are Different’s Senior performance director Siobhan Veddovi-McCaughan and recently-promoted head of earned media Zoe Finlayson will lead the account alongside Terry.
In her new role, Finlayson is responsible for earned-first creative output and team development. She sits with Terry and others on the agency’s senior leadership team.
The new business win comes at a time of growth for the agency, following its launch of Different Social earlier in the year. The dedicated social, influencer, and content division was created in response to growing industry frustration around brand social engagement, agency integration, and ROI.
We Are Different’s client roster include Brown-Forman, Fujifilm, Hello Fresh Group, Spotify, and Kimberly-Clark. The agency’s social remit also includes the likes of Impossible Foods and Edgewell Personal Care.
The agency has also secured other new business wins this year, including Hinge and Paramount+, and it took home multiple gongs at the recent Mumbrella CommsCon Awards.
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