Credit: Japheth Mast via Unsplash
Sustainable hospitality brand Crystalbrook Collection has appointed Audience Group to lead its paid media strategy following a competitive pitch.
The move sees the independent agency take on full-funnel media responsibilities across Crystalbrook’s portfolio of eight hotels and resorts, 16 restaurants and bars, three Eléme Day Spas and a marina.
Two new hotels are in development.
Audience Group will handle media strategy and performance, with an emphasis on first-party data, algorithmic decision-making, AI-driven automation and dynamic budget allocation.
Head of strategy for Audience Group, Casey Greig, said the agency demonstrated how to simplify Crystalbrook’s layered media needs into actionable decisions.
“Our job is to bring clarity,” Greig said.
“We showed how the right systems and signals can turn that complexity into confident decisions that actually drive growth.”
Angela Rogers, client services director at Audience Group, said the partnership aligns with the agency’s focus on brands that value long-term strategic growth.
“Crystalbrook is a brand with substance: sustainability, creativity, and a genuine commitment to doing things differently,” Rogers said.
“Our team is energised by the opportunity to make their media smarter, sharper, and more effective across every channel.”
Crystalbrook’s group director, marketing, Melissa Gruse, said the appointment is part of a broader plan to scale the brand both in Australia and internationally.
“Crystalbrook is on an ambitious path of growth, underpinned by a clear vision to amplify our brand on both domestic and global stages,” Gruse said.
“As we scale with intent, we're investing in the right frameworks and partnerships to support long-term success.
“From the outset, Audience Group showed a strong grasp of how to grow brands in nuanced, commercially intelligent ways.
“Their thinking aligns with our ambition to build a sharper, more performance-driven media program informed by the full consumer journey.”
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