QT Hotel & Resorts picks C&P Sydney

Cummins&Partners Sydney has begun work with the QT Hotel & Resort business and its soon to be opened Melbourne venue. Although QT are known for its theatrical design, decor and excellent service, it’s are also notorious for being the alternative to the ordinary beige hotel.

In 2013, it gained international PR for pop star Justin Bieber spray-painting a wall of its Gold Coast resort. It soon earned the title of 2nd place on the list of ‘Most scandalous hotels in the world’ after New York’s Standard Hotel.

Says David Seargeant, group managing director event hospitality and entertainment: “Cummins & Partners Sydney and QT were a good fit. I was impressed what they offered us with their strategic and creative thinking. They got our brand and tone straight away, so I immediately knew we were going to end up doing something together.”

Says Rebecca Bezzina, managing director of C&P Sydney: “The QT is a brand our agency has long admired, they get that everything communicates and brands are a total consumer experience, not just what they say. It’s great to work on a brand that demands work that’s creative, because it’s part of their DNA.”

Says Tom Martin, ECD, C&P Sydney: “As a bit of a heads up, the first project for the new QT Melbourne on Russell Street will be asking people from the creative fields and disciplines to get involved, so if that’s you – watch this space.”

Cummins&Partners Sydney was founded last year and also counts Vodafone, Pernod Ricard, Movember and National Home Doctor Service as some of its clients.