SO/Auckland

The project

Hustle & Bustle was engaged to support SO/Auckland and reinforce its position as a luxury, full-service hotel with the Australian in-bound traveller - the perfect base for those who wish to experience the stylish side of Auckland.

Our approach

Hustle & Bustle engaged Australian tastemaker Nadia Fairfax-Wayne to act as an ambassador for SO/ in a content-led campaign that strategically and directly talked to the Australian market, tapping into the personal appeal of the destination, nudging consideration and blending this with a business-meets-pleasure appeal of Auckland. Aspirational content was captured of Nadia and her friends, Elliot Garnaut, Montarna Pitt and Caroline Tran, for our social-first strategy, promoting the hotel’s prestige offering alongside a range of curated experiences that closely aligned with SO/Auckland’s stylish positioning. Nadia’s social platform was utilised to encourage advocacy with Australia’s high-end leisure travellers, helping to reinforce SO/ Auckland’s credibility as a full service luxury hotel with access to the city’s best food, fashion, lifestyle and cultural experiences.

This influencer approach provided an opportunity for SO/Auckland to create scalable, authentic content to be utilised across social channels, website, EDM and a partnership with leading fashion and lifestyle title Vogue Australia; creating genuine buzz and desirability for the hotel amongst our target Australian market.