Novotel Melbourne on Collins Brand Positioning


  • Liquorice
  • Novotel Melbourne on Collins


The Novotel Melbourne on Collins is a hotel in quite possibly the best location in our beloved city. This enviable location gives Novotel Melbourne on Collins a competitive advantage in a crowded market – they just needed to tell their story.

With the help of Liquorice, Novotel Melbourne on Collins set out to stake their claim with a strong, ownable brand as well as a campaign and on-site activations to bring it to life.

Key Features


A series of hero images were created for social media, each heart shape housing a quintessential Melbourne experience such as sport, culture, food & beverage and shopping. Each image speaks to a key motivation for potential guests and helps position the hotel as the gateway to these experiences.

As well as the social media assets, an illustrated walking map of key locations was designed, further cementing the idea that the Novotel Melbourne on Collins is synonymous with Melbourne’s CBD. The concept was also explored through staff uniform accessories, site signage, valet carpets, the hotel website and in-room materials.


We pushed the boundaries of an established global brand to find a niche local flavour. From the concept to the execution, we made the hotel feel intrinsically Novotel but unmistakably Melbourne.

“Having worked successfully with the Liquorice team on two previous projects, I had no hesitation in recommending them as a high-quality digital agency. The vast range of ideas and creativity has provided a varied collection of assets to work with. From the detailed brief, the immaculately designed assets, the efficiency and professionalism of the team, the whole process has exceeded expectation.”
— Anne Gottoli, Director of Sales and Marketing


We identified and leveraged their competitive advantage, positioning the brand as the “Heart of Melbourne” and building a suite of tools to bring this new positioning to life.

Our goal for the new positioning was to shift guests’ perspectives on their relationship with the hotel and to generate word-of-mouth promotion.

Through a social media campaign and a series of in-hotel activations, the core brand strength was celebrated and shared with countless conversations between the hotel and its guests, both in person and through the #heartofmelbourne hashtag.


The LANE Restaurant Identity: The hotel bar and restaurant, Lane, is a prominent feature. It’s the first thing guests see when they enter the hotel lobby and the last thing they see as they leave.

Giving an under-utilised asset like Lane a refresh was a low-cost, high-impact project that helped to enhance the guest experience and the overall perception of the hotel.

Custom typography and illustrated characters surprise and delight guests throughout the venue, showing that the hotel is a vibrant and culturally connected entity.

Youtube / Vimeo

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