SYDNEY — WPP AUNZ has struck a partnership with the Star Entertainment Group, under which the holding company will handle the hotel and casino business’s public relations using a cross-agency team.

WPP AUNZ won the business in a competitive review. WPP is calling its account-specific team 'The Constellation'. It will be led by Pulse, which is OPR’s consumer and brand marketing agency.  The agencies PPR, Maverick and Etcom also will be part of the effort.

The Constellation is tasked with creating and implementing a marketing strategy supporting Star Entertainment’s three Australian resorts — The Star Sydney, The Star Gold Coast and Treasury Brisbane.

Partnering with a team under the WPP AUNZ umbrella is part of Star Entertainment’s larger initiative to take a centralized, national approach to  marketing its properties, which include restaurants and bars in addition to hotels and casinos. The group also selected a WPP firm, Ikon, as its media buying agency.

Star’s marketing revamp has been underway since last September under the watch of CMO George Hughes, who said consolidating the company’s PR with national agencies is a core part of the strategy to build a cohesive, unified brand and marketing approach across all properties.

“We are incredibly excited to have such well-regarded and experienced agencies on board to work alongside the highly skilled internal teams across our three properties," said Hughes. "The partnerships are a product of our commitment to building the future of the group’s integrated resorts, allowing us to bring to life the stories of our premium offerings, particularly the unique, high-end elements of our ongoing redevelopment projects,” he said.