Oaks Hotels, Resorts & Suites

Brand Repositioning & National PR Strategy

Travel & Accommodation | Minor Hotels Australasia | 2025

The Opportunity

As part of a broader brand repositioning for Oaks Hotels, Resorts & Suites, there was an opportunity to strengthen the brand's presence in a highly competitive accommodation market, increase consumer awareness and build a more distinctive and consistent narrative across its extensive portfolio.

The challenge was to translate the brand's refreshed positioning into meaningful media opportunities, while ensuring communications activity supported both long-term brand building and immediate commercial objectives.

The Approach

As Director of PR & Communications for Minor Hotels Australasia, I developed the overarching communications strategy and PR plan to support the global repositioning of Oaks Hotels, Resorts & Suites.

The approach combined strategic brand storytelling with proactive media relations, national consumer campaigns, partnerships, influencer engagement and targeted publicity opportunities across the portfolio.

A key focus was identifying compelling stories beyond traditional accommodation announcements, creating opportunities to connect the brand with relevant travel, lifestyle and consumer audiences.

Alongside the external communications strategy, I reviewed existing ways of working, agency relationships and internal processes to strengthen delivery, improve efficiencies and maximise return on investment.

The Results

Between March and October 2025, the strategy delivered significant improvements in brand visibility and media performance.

• 50% increase in share of voice, moving Oaks from sixth to third position within its competitive set.

• 1,000+ pieces of media coverage generated globally.

• 800 million+ potential media impressions achieved.

• $9.8 million+ in advertising value equivalent (AVE) generated.

• 15.9x reported return on investment across national tactical and brand awareness campaigns.

The Impact

The strategy helped elevate Oaks' visibility within the competitive accommodation landscape, strengthened its presence across travel and lifestyle media, and established a more proactive and commercially focused approach to communications.

By combining long-term brand positioning with tactical PR opportunities and more efficient ways of working, the program demonstrated how strategic communications can contribute to both brand awareness and measurable business outcomes.