Independent earned creative agency, Example, has extended its travel and lifestyle portfolio with a new hotel client, The StandardX, Melbourne. Engaged by Standard International as its Australian PR partner, the agency is charged with launching the new hotel via earned media and a targeted influencer approach, as well as debuting The StandardX brand in the Australian region.

Set to open in February 2024, Example will work closely with The StandardX to unveil details of the property, including design, food and beverage offerings, guest rooms, brand experiences, and amenities. The agency will also be working with The StandardX team on an ongoing media and influencer famil programme, as well as a celebratory launch experience.

Example Co-Founder and CEO, Andy El-Bayeh, said: "As a ‘Culture Practice’, our ambition is to create captivating places that people are clamoring to visit and experiences that make memories. Having stayed as a guest at a number of Standards around the world, I can attest to the boldness and adventurous spirit each of the brand’s hotels embrace. We’re so proud to be working with The StandardX to be bringing a taste of that vibrant energy to Australia and help them carve out Fitzroy’s unique and exciting place on the international stage."