Siren handled all aspects of the hotel opening including a hard hat media event that took place one-month prior to the opening. Siren secured over 40 Toronto-based media to attend the event, which included a tour of the hotel, speeches from key partners and finished with a drink and canapé reception.

Siren also planned and executed a ribbon cutting media event to launch the hotel including over 50 travel, lifestyle, trade and broadcast media. The event included a press conference with key hosts and partners as well as special guests Mayor John Tory and Jonathan Tisch, Chairman and CEO of Loews Hotel Group. Following the press conference, tours of the hotel were organizing followed by a VIP sit-down luncheon on the 44th floor rooftop restaurant, KŌST.

The launch campaign culminated with a Grand Opening Party for 800 VIP guests. The party included a number of activations taking place throughout the property from the lobby to the rooms and the roof, with the goal of showcasing all the Bisha Hotel Toronto has to offer.