Sydney Harbour Sydney Opera House on the left

CHALLENGE: Sefiani was briefed to launch the most significant hotel redevelopment to take place in Sydney in decades – the $160 million revitalisation of the Four Points by Sheraton Sydney. M&L is owned by the Singapore-based Kum family.

STRATEGY: Sefiani managed a comprehensive outreach program to secure media, industry, business and government advocates, culminating in a high-profile launch of the development plans. Sefiani secured NSW Deputy Premier as a speaker, who endorsed the development and its positive impact on NSW.

IMPACT: 75 guests attended the event, comprised of leading Australian journalists, as well as members of the Singaporean media. The launch generated 38 pieces of coverage across Australian print and online media. All pieces were extremely favourable, clearly signalling multi-stakeholder support for the re-development.