Vibe Hotels

In concept and performance, Vibe Hotels are dynamic and individual. Vibe Hotels offer a fresh alternative to traditional hotels and cosmopolitan culture at great value. In 2010, Vibe Hotels launched a luxurious summer towel. Vibe’s summer towel encapsulated the character and mood of Vibe Hotels and the fun vibe-rant lifestyle of the iconic Australian summer. Polkadot PR was hired to raise general awareness of the Vibe Hotels summer towel and to generate interest from the media, positioning the towel as the must-have accessory of the season. Polkadot PR also helped the client plan a launch event for travel, lifestyle and fashion media.

How we connected the dots...

• Polkadot PR worked with Vibe Hotels to secure an ambassador and stylist for the campaign. The agency researched potential ambassadors that were available, on brand and within budget. US celebrity Renee Bargh was the ambassador of choice, and was pitched to the media as talent to support this campaign. Lizzie Macpherson was selected as the stylist and creative consultant for the campaign, following Polkadot PR’s recommendation.
• To celebrate the launch of the Vibe Hotels Summer Towel, travel, lifestyle and fashion media were invited to attend a breakfast event held by the pool on the rooftop of Vibe Hotel, Rushcutters Bay. The invitation was sent as a hard copy with an oversized pair of pink glasses, to create an element of summer fun and intrigue. Over delicious pastries and platters of fresh fruit, MC and ambassador for the Summer Vibe Towel Renee Bargh kept everyone entertained with a morning of fun and fashion, alongside a parade of gorgeous men wearing nothing but the towel around their waist. Lizzie Macpherson also gave her top summer-wardrobe tips, as models took to the runway in a special summer fashion catwalk show.
• Pitched to long-lead and short-lead media, including travel, fashion and lifestyle publications. Feature stories were pitched, along with general product placement opportunities. Polkadot PR undertook extensive follow up to secure coverage in publications such as Soap World, Nine to Five and Lifestyle YOU

Testimonial from Vibe Hotels:

"Vibe Hotels engaged Polkadot PR to help gain media coverage for the Summer Vibe campaign. The Team at Polkadot PR assisted Vibe’s Marketing Team with securing a celebrity ambassador, media relations and events. Professional at all times, the Team at Polkadot PR also injected an important dose of personality and fun into the campaign. Whilst they were efficient and organised, they were also creative, friendly and always adding new ideas. Polkadot PR’s work was backed up by comprehensive weekly phone WIPs and informative monthly reports. Polkadot PR’s contribution to the successful Summer Vibe campaign was significant. We have since selected Polkadot PR to work on subsequent campaigns and look forward to working with the Team into the future."

Tessa Anderssen, Communications Manager for Toga Hospitality (Vibe Hotels)