Crystalbrook Appoints Audience Group to Power Media Strategy Across its Collection

BRISBANE - 1 OCT 2025 - Luxury hospitality group Crystalbrook Collection, known for its sustainable approach to travel, dining and wellness, has appointed independent agency Audience Group as its paid media strategy partner following a competitive pitch process.

Crystalbrook Collection operates eight hotels and resorts, 16 restaurants and bars, three Eléme Day Spas and one superyacht marina across Australia, with two new hotels in development. 

The partnership marks a pivotal stage in the evolution of Crystalbrook's advertising approach, strengthening its focus on full-funnel, data led commercial outcomes across its portfolio.

The win adds a sustainability-focused hospitality group to Audience Group's growing roster.  

Group Director, Marketing at Crystalbrook Collection, Melissa Gruse, said:

"Crystalbrook is on an ambitious path of growth, underpinned by a clear vision to amplify our brand on both domestic and global stages. As we scale with intent, we're investing in the right frameworks and partnerships to support long-term success. 

"Audience Group stood out for their ability to merge creative thinking with data and AI-driven intelligence equipping us to make sharper decisions and drive performance at pace, across multiple channels."

Smarter Advertising: Audience Group's Evidence-Based Advantage 

"Crystalbrook's advertising program is layered, with multiple properties and venues, varied goals, different audiences. Our job is to bring clarity," said Casey Greig, Head of Strategy, Audience Group. "We showed how the right systems and signals can turn that complexity into confident decisions that actually drive growth."   

Crystalbrook's selection of Audience Group for its portfolio reflects a shared focus on performance transparency, data-informed decision making and strategic brand building.  

Gruse noted this alignment, adding, "From the outset, Audience Group showed a strong grasp of how to grow brands in nuanced, commercially intelligent ways. Their thinking aligns with our ambition to build a sharper, more performance-driven media program informed by the full consumer journey."

Other elements that set Audience Group apart were its advanced application of first-party data and custom algorithms, AI-driven automation and dynamic budget allocation. 

Angela Rogers, Client Services Director at Audience Group, said, "Crystalbrook is a brand with substance: sustainability, creativity, and a genuine commitment to doing things differently. Our team is energised by the opportunity to make their media smarter, sharper, and more effective across every channel." 

For more information, visit audiencegroup.com.au.  

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Media Contact:
Richelle Gillett
Giant Squid Inc
0418 781 610
rg@giantsquidinc.com.au

About Audience Group
Audience Group is a mid-size, full-service, independent advertising services agency that ensures its clients put advanced adtech and first-party data to work to inform evidence-based advertising programs. A team of 25 and growing, Audience Group's Media Planning and Buying, Data Science, Programmatic Trading, Adtech & Martech pros design media strategies linked to clients' business outcomes. Its clients buy less waste, benefit from strong partnerships and innovative media strategies, measure what's really working and predict the effect of advertising spend so they can invest media dollars with confidence. audiencegroup.com.au