Hyatt House South Melbourne - A New Way to Stay

Projects –

Hyatt House South Melbourne – A New Way to Stay

Hyatt House Makes Its Australian Debut

Hyatt House made its Australian debut in South Melbourne, bringing a global extended-stay brand to life with a distinctly local flair. Designed for modern living, it pairs apartment-style comfort and pet-friendly perks with a prime inner-city location.

Greenpoint partnered with Hyatt to lead the full PR and influencer strategy for the brand’s launch, helping position the new hotel as a must-know destination for hybrid travellers, long-stay guests, digital nomads and their four-legged companions.

We shaped and amplified the launch narrative across traditional and digital media, curated influencer collaborations, secured brand and community partnerships, and executed multiple PR campaigns designed to build anticipation, drive awareness and sustain momentum long after opening.

01 – What we did

– Launch Communications Strategy
– Creative PR Campaigns
– Influencer Collaborations & Stays
– Launch Event Execution
– Brand & Community Partnerships & Activation
– Visual Asset Development

Greenpoint developed a multi-phased strategy to ensure Hyatt House cut through as a fresh, relevant player in Melbourne’s accommodation market:
Bookings Open: announcing Hyatt House’s arrival in Australia and opening date.

Launch: securing first-look media coverage and a launch event positioning Hyatt House as the city’s new extended-stay hub
Artist Collaboration: spotlighting the exclusive hotel artwork by local artists, celebrating Hyatt’s connection to place and culture.

Pet-Friendly Partnerships: including a collaboration with designer pet brand St Argo for an exclusive collection and a Puppy Yoga influencer event
“Friends of Hyatt House” program, engaging local businesses and lifestyle partners to help Hyatt House integrate authentically into the South Melbourne community.

02 – As seen in

03 – Outcomes

The campaign delivered strong, multi-channel visibility, with Greenpoint’s strategy ensuring Hyatt House was recognised as both a global brand and a locally relevant new player.

Hyatt House has officially arrived, and it’s already become one of Melbourne’s most talked-about new stays. With sustained visibility across four major PR campaigns, influencer-led storytelling, and high-impact partnerships like St Argo, the hotel has captured the attention of both media and consumers.

What We Achieved:

63 pieces of Media Coverage across Print, Online and Broadcast
290 Influencer Stories/Posts/Reels across Instagram and TikTok
26 influencer stays coordinated
9 partners and brand collaborations engaged
73M+ total potential audience reach across traditional media, influencer content, and social