Pullman x Chloe Wheatland
See dining differently.
The opportunity
Pullman on the Park Melbourne launched Pullman’s global See Dining Differently initiative in Australia with Chloe Wheatland, creating a partnership that reimagined what a hotel dining collaboration could be.
The idea
Rather than a one-night influencer event, Chloe worked with the Pullman team to develop a plant-based menu available to guests for three months following launch. The campaign connected the ingredients, menu, hotel and Chloe’s community through a story that began at the farm where produce was sourced and came to life at Pullman on the Park.
The event
Chloe personally curated, invited and hosted 50 influential food, lifestyle and media guests. She documented the experience before, during and after the event, creating a warm, credible invitation into the campaign. Guests actively shared and supported the event across their own channels, while Chloe’s content reached millions.
Beyond the event
The campaign was supported by a professionally produced photo and video series, shot from farm to hotel, mainstream-media PR, and a suite of assets used across Pullman marketing channels and throughout the hotel itself.
Global expansion
Following the success of the Melbourne launch, Pullman engaged Chloe for Unscripted Exchanges, its global content series filmed at Pullman Dubai. The partnership positioned food as a starting point for ideas, conversation and unexpected connection, with Chloe’s plant-based food expertise, style and cultural perspective making her a natural fit.
Made By Muse’s role
- Creator partnership strategy and negotiation
- Menu-collaboration development and delivery support
- Event concepting in partnership with Pullman
- Guest-list curation and influencer invitations
- Content-series planning and production coordination
- PR support and mainstream-media outreach
- Global partnership coordination
- Contracting, approvals and end-to-end talent management
Campaign highlights.
From the farm to the table.
From the farm where the produce was sourced to the plate at Pullman on the Park Melbourne: 50 influential food, lifestyle and media guests, personally curated and invited by Chloe, experienced the See Dining Differently menu firsthand.
Built across menu, event and platform.
A plant-based menu created with Chloe for Pullman on the Park Melbourne and available to guests for three months.
A creatively conceived event that saw Chloe host, personally invite and thank guests, bringing together influential voices across food, lifestyle and media.
Professionally produced video and photography tracing the menu ingredients from source through to the guest experience.
Campaign content used across Pullman’s marketing channels and throughout the hotel, supported by Chloe’s own social storytelling and mainstream-media PR.
Chloe’s feature in Pullman Dubai’s Unscripted Exchanges series, extending the relationship onto an international platform.
“It is always a pleasure to collaborate with Chloe, and we are very happy with the content and results delivered.”
Client feedbackThe Pullman partnership demonstrates how a creator can lead a brand idea from menu to event, social to hotel, and local launch to global platform.
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