The Narrative:
The highly-anticipated JW Marriott Singapore South Beach officially opened its doors on 24 March 2017 with an epic Grand Opening Party where over 800 invited guests turned up to mark the occasion. The Grand Opening was officiated with a ribbon cutting ceremony graced by Guest of Honour, Dr. Koh Poh Koon, Minister of State, Ministry of National Development and Ministry of Trade & Industry.
The Strategy:
In addition to organising the prestigious event, we conceptualised a culinary experience that showcased the property’s various dining concepts, with several performance highlights to keep guests entertained throughout the evening, including a captivating mermaid show, soulful performances by a jazz singer, and DJ at the NCO Club. We also developed a strategic media and KOL approach to introduce the hotel’s offerings – rooms, facilities, restaurants, spa – in phases, and created compelling brand storytelling moments via a series of media launches, property walkthroughs, staycations, tasting sessions, and spa sessions.
The Outcome:
The event was one of the most talked-about among the media, influencers, and high society, which generated and sustained much interest in the hotel and its offerings.
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Marketing & Brand Strategy