“Sheraton Grand Sydney achieved exceptional media traction and public engagement during its post-COVID reactivation, thanks to the creative leadership and strategic execution of The Atticism.”

Client in 2022 | PROJECT COMPLETED | Campaign Activations, F&B Relaunch, Media Outreach

Sheraton Grand Sydney Hyde Park & The Atticism: Reintroducing a Luxury Icon

Situated in the heart of Sydney, the Sheraton Grand Sydney Hyde Park is one of the city’s premier five-star hotels, known for its elegant design, world-class service, and proximity to major landmarks like St. Mary’s Cathedral and the Royal Botanic Garden.

Following the global disruption of COVID-19, The Atticism was engaged to assist in reintroducing the property to the public, restoring its profile within Australia’s competitive luxury accommodation market.

Our Role

We worked with the Sheraton Grand Sydney team across a series of bespoke PR and experiential campaigns to reignite interest in the property, with a particular focus on its food and beverage offerings and onsite guest experiences.

F&B and Lifestyle Campaigns

Our support included the successful launch of several high-profile activations, including:

• The Tuna Show x Kuon Omakase collaboration
• Go Local – Gin Festival
• A variety of seasonal high tea experiences
• The Secret Cinema series

Media, Influencer & IRL Engagement

We developed content-rich media kits, secured top-tier media coverage across digital, print and broadcast, and managed immersive IRL activations to reconnect the hotel with local audiences. Influencer partnerships further extended campaign reach and added a layer of modern relevance.

Content Creation & Strategic Positioning

All campaigns were underpinned by The Atticism’s signature approach to content and narrative—telling the right story, in the right way, to the right audience.

Results

Across our campaign period, Sheraton Grand Sydney’s relaunch activations saw a potential reach of over 122 million across media, influencer, and digital channels, firmly re-establishing the property’s place among Sydney’s top-tier luxury experiences.

Looking for experiential PR and content that brings a hotel brand back to life? Let’s talk.