Citrus partnered with Crown Melbourne to develop an online launch strategy for Crown’s new third tower, Metropol.  This project was secured on the back of the work on Crown’s new conferences and events website and is the online destination to translate Metropols’s cutting edge sophistication into a unique online experience. Metropol is the most state of the art and contemporary of Crown’s hotels, a theme Citrus has incorporated into its digital strategy to define Crown’s unique new brand.

Citrus built a digital platform that immerses the audience in the look and feel of the Metropol brand.  A key requirement of the digital strategy was to create a world-class experience that is on par with the most distinctive hotels around the world, yet reflective of Melbourne’s unique culture. 

“Through their consumer insights, Citrus created a vision for what was possible and how to engage and immerse the audience in the online experience.” “Digital is becoming increasingly important in our marketing mix, and Citrus’ digital campaign was the main pre-launching pad to create awareness and buzz around what is an exciting new direction for Crown’s hotels.” Janette Kendall, Executive General Manager of Marketing at Crown