Example signs InterContinental Hayman Great Barrier Reef to its travel and hospo portfolio
Example – the earned-centric culture agency – has taken on InterContinental Hayman Great Barrier Reef as a client, Mumbrella can reveal.
The addition of the private island resort to the company’s hospitality and travel portfolio comes after a creation of a fresh brand strategy.
Moving forward, Example will be working on and delivering a PR campaign that positions the resort as a paragon of Australian luxury. The agency’s approach to this is to craft a narrative that spotlights the resort’s commitment to offering visitors adventure, luxury and relaxation, on top of high-level experiences.
The work will also facilitate the resort’s rebrand from InterContinental Hayman Island Resort to InterContinental Hayman Great Barrier Reef.
The name is connected to the venue’s location in the centre of the reef, and its standing as an entry point into the oceanic destination.
“We’re thrilled to collaborate with Example to amplify our brand and highlight our deep bond with this extraordinary natural wonder,” commented InterContinental Hayman Great Barrier Reef’s general manager, Kayte Staraj.
“Example’s expertise in culturally resonant storytelling will be invaluable as we celebrate this exciting new chapter in our remarkable history.”
Example’s managing director and co-founder, Rebecca Jarvie-Gibbs, weighed in on her agency’s appointment: “We’re excited to deepen our partnership with IHG by bringing our earned-led approach to this breathtaking destination.
“InterContinental Hayman Great Barrier Reef is renowned as an exclusive luxury escape, blending intimacy with the thrill of discovery.
“We look forward to collaborating with the media to invite guests to experience the reef in an entirely unparalleled way.”
The resort’s addition to Example’s client roster sees it sit next to QT Hotels, StandardX, InterContinental Sydney, and Hotel Morris – a Sydney-based hotel that signed with the agency in August 2024.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Example
InterContinental Hayman Great Barrier Reef
InterContinental Hayman Island Resort
Kayte Staraj
Rebecca Jarvie-Gibbs
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