Case Study


The Star

Public Relations

Phase One – Initial launch of The Star as an ideal events destination

 

Phase Two – Maintain engagement with the media and target audiences

Phase One

Objectives:
  • Raise the profile of The Star as the ideal events destination for the national and international industries
  • Successfully launch the $100 million event centre in January 2013
Strategy:
  • Target and establish relevant partnerships within the events industry
  • Provide communication advice and marketing collateral to assist team members when attending national and international tradeshows
Results:
  • Successfully presented The Star as the ideal events destination in Sydney and Australia through developing Media relationships and presence in MICE and business travel industries
  • $2,262,894 returned in PR Value (Sept 2012 – March 2014)

Phase Two

Objectives:
  • Leverage The Star’s sales and marketing activity to present the property as a Sydney icon
  • To re-engage and maintain interest in the world-class accommodation offering
  • To re-engage and maintain interest in the best practice conference and events facilities
  • To raise the profile of The Star’s entertainment offering
Strategy:
  • Develop a program of campaigns to present the refreshed accommodation offering to target markets
  • Establish target market for accommodation offering
  • Develop a range of special interest campaigns around their entertainment offering
Results:
  • Successfully raised the profile of The Star’s entertainment offering through the delivery of targeted campaigns to market

Website Link: http://www.star.com.au

In a recent client survey, Zadro achieved a Net Promoter Score of 91!