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Developing the narrative and crafting consumer content for a new travel and tourism destination

ALVA HOTEL BY ROYAL
Challenges

ALVA HOTEL BY ROYAL (ALVA HOTEL), a new and exciting hospitality concept as part of the Royal portfolio under Sun Hung Kai Properties Hotels, opened in late 2019, in the heart of the Shatin neighbourhood. Curated to ensure a seamlessly guest-centric experience, ALVA HOTEL embodies a forward-thinking, accessibly luxurious ethos. There are a variety of diverse dining outlets, a fitness centre and a rooftop swimming pool at the hotel.

To ensure the hotel was ready for launch, Sinclair was responsible for building the brand story, creating the hotel’s narrative, and developing written content to be used across ALVA HOTEL’s consumer facing platforms, such as website and social media, as well as media facing documents. All content was to be tri-lingual in English, Simplified Chinese and Traditional Chinese.

Approach

Identified what made ALVA HOTEL truly unique and pinpointed the selling points that would appeal to consumers and travellers through rigorous interviews with the hotels management, developer, designers, and chefs, as well as consumer insights and external research into the neighbourhood.

The narrative focused on the fresh, smart and dynamic features of ALVA HOTEL that would appeal to its target audience: millennial explorers, families and active seniors. In addition to its technology driven approach to hospitality, we highlighted the location of the hotel by Ma On Shan country Park, and emphasised the dining and recreational experiences available at the hotel.

Developed an energetic tone of voice that communicated the ethos of the hotel, that would appeal to target audiences through multiple mediums, whilst remaining media-friendly and on-brand.

Crafted website content that created to desire to book a stay or dining reservation, whilst also being informative for those looking to find out more.

Crafted a social media strategy that highlighted the unique offerings of the hotel, neighbourhood activities and restaurants on all social and media channels to build awareness in the market. Photography direction was also provided, focusing on the hotel rooms, facilities, dining and local neighbourhood.

Outcomes
1
Brand Narrative
12
Pages of Website Content
10
Press Kit Documents
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