pressed. was briefed to introduce the first InterContinental into Brisbane and position the hotel and the IHG brand as a key player in building the city ahead of 2032. With a three-week lead time, and the brand taking over the Hilton ahead of a full refurbishment scheduled for 2026, our roll-out focused on what the arrival meant for Brisbane rather than on the takeover itself, protecting public perception through the transition. The campaign drew local, national and global attention across print, broadcast and online, exceeded its coverage KPI by 325 per cent, and landed 22 pieces within 24 hours of distribution across both consumer and industry titles.