Background
Accor is a global hospitality giant—the sixth largest in the world, no less—managing, owning, and franchising hotels, resorts, and vacation properties. Pullman Cairns International is one of their premium brand hotels in Queensland, offering a mix of business and leisure experiences. Sign me up!
Brief
The project came via local creative agency KO Studio and involved:
- Writing blog content (300–400 words each)
- Covering hotel offerings, holidays, local attractions, and events
- Following monthly topics provided by the client
- Ensuring the copy aligned with Pullman’s brand tone of voice
Approach
The Pullman tone of voice is bold, fun, smart, and unexpectedly playful—a style that’s distinct and engaging.
Each blog was crafted with care, blending research on the hotel, local area, and events with playful phrasing, clever word choices, and sentence structures that brought the brand personality to life.
The copy was designed to be informative yet entertaining, giving readers a sense of the Pullman experience while keeping them engaged and inspired to visit.
- Dive into some unique reef experiences (Blog)
- Two new high tea experiences to discover (Blog)
- Woo your valentine at the Vie Spa Cairns (Blog)
- Enjoy family fun and reconnect this summer (Blog)
- Celebrate Christmas and New Year Pullman style (Blog)
- Uplifting music events coming up in TNQ (Blog)
- 7 can’t miss tropical adventures in Cairns (Blog)
- The best islands to visit on the Great Barrier Reef (Blog)
- Re-energise with some sport and tropical sun (Blog)
- Cultural Cairns: Events for art, music and festival lovers (Blog)
