After enduring the world’s longest Covid-19 lockdown, Sofitel Melbourne on Collins wanted to give Melburnians a reason to enjoy the CBD once more. The idea was to create fortnightly Mailchimp EDMs, celebrating all the wonderful attractions that Melbourne city is loved for; art, theatre, music, fine dining, fashion, shopping and sightseeing. The brief was to name and position the e-newsletter together with developing the look, feel and tone for ongoing editions. Creative needed to express a ‘joie de vivre’, arriving on the reader’s desktop every two weeks like a bunch of fresh flowers. Tone of voice was to be warm, inclusive and inviting, with a smattering of familiar French words and phrases peppered throughout the articles. Content was provided from Sofitel and its cultural partners, before being crafted into bite sized articles that guided audiences back to the Sofitel website.