Ovolo.
Ovolo Hotels has appointed independent agency The Royals to lead a reset of the hotel group’s masterbrand strategy and the launch of its newly transformed Sydney flagship, following a competitive pitch.
At the centre of the partnership will be the transformation of Ovolo Sydney, Woolloomooloo, which is undergoing a redevelopment ahead of its planned February 2027 relaunch.
The Royals will work on its positioning, brand architecture, guest experience strategy and comms — before translating the strategy into a creative platform and launching campaign for Ovolo Sydney.
“This is a critical but exciting point in Ovolo’s evolution,” said Ovolo Hotels chief operating officer, Shivang Jhunjhnuwala.
“We’re on a mission to build one of the world’s most distinctive independent lifestyle hotel brands.
“The Royals demonstrated the right combination of strategic rigour, creative ambition and commercial nous that we were looking for.”
The Royals begin work with Ovolo immediately, with the Sydney relaunch scheduled for completion in February 2027.
“Ovolo is the kind of brand we love working with,” said The Royals managing partner Steve O’Farrell.
“It already has personality, independence and a genuine willingness to shake up categories.
“The opportunity now is to turn those ingredients into something even more distinctive and powerful at a masterbrand level."
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