The Royals wins Ovolo Hotels following a competitive pitch

Following a competitive pitch, Ovolo Hotels has appointed independent agency The Royals to lead a major reset of the hotel group’s masterbrand strategy and the launch of its newly transformed Sydney flagship.

The appointment comes as Ovolo enters one of its most significant chapters in its history, as the independent lifestyle hotel group looks to sharpen its global positioning and build greater consistency across its portfolio throughout the Asia Pacific.

At the centre of the partnership will be the transformation of Ovolo Sydney, Woolloomooloo, which is undergoing a comprehensive redevelopment ahead of its planned February 2027 relaunch. The property will become Ovolo’s flagship and deliver a more elevated luxury experience, while retaining the personality and unconventional approach to hospitality that has defined the brand.

The Royals will work with Ovolo to define the next evolution of the masterbrand — including its positioning, brand architecture, guest experience strategy and comms — before translating the strategy into a new creative platform and launch campaign for Ovolo Sydney.

Says Chief Operating Officer at Ovolo Hotels Shivang Jhunjhnuwala: “This is a critical but exciting point in Ovolo’s evolution. We’re on a mission to build one of the world’s most distinctive independent lifestyle hotel brands. The Royals demonstrated the right combination of strategic rigour, creative ambition and commercial nous that we were looking for.”

Says Steve O’Farrell, Managing Partner at The Royals: “Ovolo is the kind of brand we love working with. It already has personality, independence and a genuine willingness to shake up categories. The opportunity now is to turn those ingredients into something even more distinctive and powerful at a masterbrand level.”

The Royals begin work with Ovolo immediately, with the Sydney relaunch scheduled for completion in February 2027.

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