Ascott, a global leader in hospitality, introduced its pioneering co-living hotel concept, Lyf, to the Australian market with the opening of Lyf Collingwood in Melbourne.
Brand Origin:
Singapore
industry:
Travel, Consumer,
Service Regions:
Austrilia
services:
Marketing, Public Realations, Event Management, Medias, Influencers
Strategy & Engagement
Ascott
approached the Australian launch of Lyf with a disruptive positioning strategy. We combined bold media storytelling with on-brand, immersive activations to reflect the spirit of the Lyf brand. This included securing earned media features that introduced Lyf as a design-forward, tech-enabled, and community-driven hospitality experience tailored for Melbourne’s trendsetting urbanites.
In addition to strong media relations, Ascott implemented a lifestyle-led influencer engagement program that invited travel, design, and lifestyle creators to experience Lyf Collingwood firsthand. A vibrant launch event captured the brand’s shareable, social spirit—transforming the property into a live brand expression for local creators, journalists, and opinion leaders.
Impact & Growth
The launch generated strong editorial coverage across leading travel, lifestyle, design, and business media—effectively positioning Lyf Collingwood as a fresh alternative to traditional hotel offerings in Australia.
Disrupted hospitality. Engaged communities. Energized Melbourne with global flair.
Ascott
Influencer activations delivered high-engagement, platform-native content across Instagram, TikTok, and blogs, creating an authentic digital footprint and expanding brand awareness among both travelers and locals. The unique positioning as a co-living space resonated particularly well with Gen Z and millennial audiences.
The buzz and brand equity built from this launch laid the groundwork for Ascott’s continued expansion in Australia, while reinforcing its role as a global innovator in next-gen hospitality and urban living.
