Fairmont Singapore

Objective:

Following a multi-billion-dollar refurbishment, Fairmont Singapore was keen to unveil its newest offerings after years of quiet. Located in the heart of the arts and heritage district, it wanted to drive buzz and excitement for its relaunch and further establish itself as one of Singapore’s leading hotels.

Strategy:

W conceptualised a three-pronged approach that covered every conceivable consumer and media touchpoint to trigger interest, excitement, and engagement around the refurbishment of the South Tower.

Understanding the hotel’s mission and purpose, W crafted a story surrounding Fairmont Singapore’s new Aquaponics Farm opening in order to join the national dialogue on sustainability. It highlighted the hotel’s pioneering Aquaponics technology that produced vegetables, herbs, and fish in a compact space. For the launch, W secured Senior Minister of State for Environment and Water Resources Dr Amy Khor as Guest of Honour to officiate the press event.

To create a sense of desire W offered an experiential weekender itinerary programme built for media and influencers to showcase the new room offerings of the refurbished hotel, using the tagline – Fairmont Singapore: A New Way to Stay. The experience began with check-in at the exclusive Fairmont Gold Lounge, yoga session at the Spa, a cocktail reception, and a tour led by the Interior Designer behind the refurbishment. It included touchpoints like embroidered bathrobes and Fairmont fit gear. It also put a spotlight on the F&B concepts of the hotel with Italian fare at Prego and nightcaps at progressive cocktail bar Anti:Dote.

Understanding that modern content consumers favour social media and visuals to lengthy articles and texts, W conceptualised a viral social media campaign inviting consumers to “Unlock the Ultimate Staycation”. Guests were invited to come to the grounds over the weekend to explore the newly refurbished space and hunt for a golden key to unlock and win the grand prize of Singapore’s most lavish hotel stay worth $30,000. For an entire week, daily clues were released on Fairmont Singapore Instagram and Facebook platforms, alluding to the location of the key.

To amplify the message, we also engaged in giveaways with several of Singapore’s biggest English and Mandarin language radio stations.

Results:

Aquaponics Farm

• Over $500,000 in press coverage

Fairmont Singapore: A New Way to Stay

• Over 250 articles

Unlock the Ultimate Staycation

• Over 200,000 participants

• 11 million online impressions