the brief

Le Méridien Melbourne opened in March 2023, and serves as the flagship property of the luxury European Le Méridien hotel chain to the Australian market. Inspired by a bygone era of glamorous travel, Lé Meridien Melbourne’s luxurious mid-century interiors, thoughtful brand programmes, and unique Bourke Street location required a tailor-made social and content strategy that fit the exotic, nostalgic, and romantic aesthetic the chain is known for. As the introduction of the Le Meridien brand into the Australian market, we were tasked with creating engaging, dynamic, and unique content and strategy that showcased the brand’s offering to a populated market.

the solution

Andersen was approached to take on the Le Méridien project in July of 2023, and conducted a thorough audit of pre-existing content, previous social campaigns and the current tone of voice, to assess the potential opportunities available for this stunning property. We then created a three-stage content strategy for 2023, involving capturing aesthetic architectural and talent imagery, creating a bespoke series showcasing the artists that contributed to the hotel, and capturing a campaign-style hero asset to highlight ‘Le Splash’ - their enviable rooftop pool, and the undisputed star of the hotel. The goal in executing this strategy was to introduce this brand not only to the creatively-minded Melbourne community, but also to Australia, as a way to experience a slice of European luxury and hospitality on a local scale. This strategy has proven to be highly effective, and audiences and media are responding very positively to the shift in content and direction for this property. We combined this content strategy with a considered Paid social campaign, which has achieved an average of $0.29 CPC across all key campaigns, including Profile Growth, Broad Awareness, and Tactical Bookings.