How Kempinski produced 5K+ room nights for its grand-opening campaign
Adding to its growing collection of distinguished properties all around the world, Kempinski unveiled the latest addition to its line of five-star hotels with the opening of The Apurva Kempinski Bali on 1 February 2019. Eight years in the making, this architectural masterpiece brings elevated opulence to the shores of the Indian Ocean, a luxurious haven that captures the essence of Indonesian culture, art and identity.
Set amidst 14 hectares of tropical gardens and with spectacular ocean views, The Apurva Kempinski Bali is conveniently located in Nusa Dua and within easy reach of Bali’s Convention Centre, shopping district and local attractions.
This five-star resort in Bali presents itself as a majestic open-air theatre, an embodiment of Indonesian elegance. A collection of 475 iconic rooms, suites and villas are showcased, with 60% of the accommodation featuring private plunge pools.
From a unique culinary journey and indigenous spa treatments to the spacious meeting rooms and alluring chapels, The Apurva Kempinski Bali is a spectacular stage where curated experiences are brought to life.
“Driving revenue throughout all sectors of the resort was our main objective, be it from the accommodation to the spa and dining venues. The package that we launched with Luxury Escapes was a tremendously successful one, in generating new-consumer demand and brand awareness of the resort,” says Kadek Budiasa, Director of Sales & Marketing.
“We wanted to penetrate and position the brand of The Apurva Kempinski Bali for Australian market.”
Luxury Escapes curated an integrated campaign to position the brand throughout the Australian market and develop an early base business.
“Having a solid, trusted brand is important for a hotel to thrive in a new market. Kempinski is a new brand to Bali and is also relatively unknown to Australians, so our strategy was to create brand awareness for the Apurva Kempinski and position the hotel as the pinnacle of luxury in Bali and the Nusa Dua area,” explains Aaron Corbett, the Luxury Escapes Partnerships & Contracting Manager who built the campaign.
“We believe that the Kempinski is one of 2019’s most exciting new hotel openings and we were able to convey this message to our customers via a tailor-made campaign. This allowed us to generate significant base business for the hotel and its outlets over the next 12 months via strategic package inclusions. We were able to drive further revenue by motivating purchase into the higher room categories and directing the consumer’s focus away from the lower priced lead package.”
Luxury Escapes launched a tailor-made, 14-day limited-time marketing campaign, providing Kempinski with strong exposure across various platforms.
Luxury Escapes Marketing Assets
Offer Page: A carefully curated offer page combining copywriting, imagery and video to engage, inspire and tell the story of The Apurva Kempinski Bali
Email: Entry in the Luxury Escapes aspirational daily EDM which goes out to a database of more than 2.6 million
Print: Dedicated national print campaign feature in major publications.
5K+ room nights sold
10% contribution to base occupancy
10% increase in geographical mix of guests
65% of customers upgraded to higher room category
“Within the two-week promotion, we produced 5,200 room nights and this was a successful campaign. ”says Kadek. “The partnership increased overall hotel occupancy throughout the year and Luxury Escapes helped us to establish 10% of an early based business.”
“In addition, the campaign brought positive impression and brand awareness in Australia market as it drove the 10% increment on the geographical mix of guests. “
“I have been working with Luxury Escapes for five years across various campaigns. The partnership has always proven tremendously successful in terms of sales and marketing. Luxury Escapes has a group of professional, proactive and flexible experts, who are committed to achieving our goals and excelling in both execution and results.”