QT Hotels & Resorts

‘You, Plus Two’ | National Valentine's Day PR Campaign 2023

Food, Beverage & Hospitality | QT Hotels & Resorts

The Opportunity

In an increasingly saturated hospitality market, Valentine's Day presented an opportunity for QT Hotels & Resorts to cut through the noise with a campaign that would capture media attention, drive consumer engagement and encourage visitation across its signature restaurants and bars.

The challenge was to develop a distinctive, newsworthy concept that reflected QT's playful and unconventional brand personality, while promoting both its food and beverage offering and accommodation experiences.

The Approach

As Marketing & Communications Manager for QT Hotels & Resorts, I developed You, Plus Two, a national Valentine's Day campaign that challenged the traditional dinner-for-two occasion by inviting guests to celebrate love in threes.

Playing on the growing cultural conversation around 'throuples', the campaign offered groups of three a complimentary Aphrodisiac Hour, featuring six oysters and three mini martinis with their Valentine's Day dinner booking.

The activation extended across five of QT's signature restaurants and bars in Sydney, Melbourne, Canberra, Newcastle and Perth.

To connect the dining experience with the group's accommodation offering, the campaign also introduced the Throuple in Residence competition, giving one trio at each participating venue the opportunity to win an overnight hotel stay.

The campaign was supported by a national media relations strategy, using its unconventional concept, playful messaging and Valentine's Day timing to generate consumer and lifestyle publicity.

The Results

The campaign delivered strong national media exposure, exceeding internal performance benchmarks.

• 50+ media clippings generated across the campaign.

• 3.3 million people reached through earned media coverage.

• Exceeded ASR benchmarks, outperforming established campaign performance targets.

• Five signature restaurants and bars activated across the national QT portfolio.

The Impact

You, Plus Two demonstrated how a creative, culturally relevant campaign could generate media cut-through during one of hospitality's most competitive promotional periods.

By connecting a distinctive food and beverage activation with an accommodation incentive, the campaign created a compelling story for consumer and lifestyle media while encouraging audiences to engage with multiple aspects of the QT experience.

The campaign reinforced QT's playful, unconventional brand positioning and demonstrated the value of an integrated approach to hospitality PR, bringing together restaurants, bars and accommodation under one cohesive consumer campaign.