Cementing the perception of a luxury resort in Macau

Banyan Tree Macau
Challenges

Top-of-mind urban oasis

Opened in 2011, Banyan Tree Macau was the city’s first high-rise urban resort to showcase the ultimate privilege of private indoor relaxation pools in every suite and swimming pools with serene gardens in every villa. In 2017, Sinclair was appointed to cement the positioning of Banyan Tree Macau as the luxury resort in Macau where guests can rejuvenate the senses, an urban oasis in the heart of the city. Six years after opening, it was crucial that the property and its offerings stayed fresh in the target consumers’ minds, including the two signature restaurants, Saffron and Belon, and the renowned, award-winning spa. Predominantly a summer, long weekend and romantic destination for Hong Kongers to enjoy a short getaway, the key challenge was to drive visitors during cooler months, as well as make Banyan Tree Macau stand out among the emerging new hotels in the city.

Approach

Strategy
Proposed a seamless strategy that engages both media and the target consumer through travel, lifestyle and business media, bloggers and influencers

Engage
Proposed interactive consumer events, organised thought-leadership interviews, and created personalised media experiences combined with well crafted media storylines that keep Banyan Tree Macau top of mind, ultimately driving bookings

Influence
Invite selected top-tier online influencers in the lifestyle, travel and F&B sectors to visit the hotel, experience the offerings and generate first-hand coverage on social media in order to maximise exposure to the target groups of consumers through social channels

Localise
Extensive media outreach to top travel, lifestyle, business and wellness publications, highlighting tailor-made stories for the Hong Kong audience as well as securing strategic interviews with Banyan Tree Macau spokespersons in Hong Kong publications

Banyan Tree Macau
Outcomes
Newspaper
+135
stories across sectors including travel, lifestyle, F&B and business
Media
+15
top lifestyle media and KOLs visited the property
+12 million
reached through local publications through the year
  • High quality coverage in print and online publications including  Global Gourmet, Time Out Hong Kong, Gourmet Traveller, Milk X, All About Wedding, Metro Prosperity, First Magazine
  • High profile influencers, publications and opinion leaders shared their experiences with Banyan Tree Macau  on social media
  • Maintained a high occupancy rate even during off-peak times through out the year
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