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.
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
