Sofitel Sydney Wentworth appoints Wanderlust Union as new PR agency

Wanderlust Union has been appointed as the official PR agency for Sofitel Sydney Wentworth.

This new partnership marks a significant addition to Wanderlust Union’s growing portfolio, further strengthening the agency’s position at the intersection of luxury, travel, destination marketing, and lifestyle communications.

Nestled in the heart of Sydney’s CBD, Sofitel Sydney Wentworth is a heritage-listed property celebrated for its timeless architecture and rich history. Following a $77 million refurbishment completed in 2024, the hotel has been reimagined for a new generation of discerning travellers, blending sophisticated design with elevated guest experiences.

As the hotel embarks on this exciting new chapter, Wanderlust Union has been engaged to deliver a comprehensive communications strategy that positions Sofitel Sydney Wentworth as a cultural, wellness, and lifestyle destination – far beyond just a place to stay.

The agency’s scope includes strategic storytelling across the hotel’s wellness offerings, in-room experiences, and brand collaborations, while continuing to solidify the property’s reputation as a pivotal player in Sydney’s luxury hospitality landscape.

“Our work at Wanderlust Union is grounded in experiential, place-led storytelling that speaks to the modern traveller,” says Sophie Baker, Founder and Managing Director, Wanderlust Union. “Sofitel Sydney Wentworth’s commitment to Art de Vivre and cultural connection makes it a natural fit for our agency. We’re thrilled to support the next chapter of this iconic property.”

Says Patricia Higgins, Director of Marketing & Public Relations, Sofitel Sydney Wentworth: “Sofitel Sydney Wentworth has long been an icon of French elegance and luxury in the heart of Sydney. Partnering with Wanderlust Union enables us to amplify this legacy,showcasing not only our world-class accommodations and wellness offerings but also our role as a cultural and lifestyle hub for the city. We look forward to deepening our connection with both Sydney locals and domestic and international travellers, reinforcing the hotel’s place as a cornerstone of the city’s luxury hospitality landscape.”