The context
Life is a journey. Live it well. This is Swissôtel’s motto and it is all about the Swiss way of life. The Swiss vitality, sustainability and craftsmanship can be experienced at any of their hotels. Every stay must be fulfilling like hike through the Alps; inspiring like a safe and clean environment; and comfortable as though it has been engineered by the best hospitality masters.
The challenge
To get audiences to choose Swissôtel as their preferred hotel when visiting Singapore. We had to communicate that, even if within a city and when travelling for business, every stay at Swissôtel feels like a private, luxurious escape to Switzerland. At the same time, this message had to be delivered under the overarching Live it well brand campaign.
The human truth
Celebrities can rarely escape. Whether it’s escaping their public identity or their busy schedule. They’ve got plenty of work commitments, and when they’re not working, fans recognise them on the street, ask them for selfies or secretly take pictures of them.
The idea
The idea was to prove that Swissôtel can turn any stay into the most private escape ever. Even for a celebrity. This delivered on the Live it well brand message by showing that when guests can break their routine and truly relax, they can enjoy the journey that is life.
The execution
Since this was regional campaign, we partnered with a well-known influencer in APAC: Marc Nelson (Asia’s Got Talent, The Amazing Race Asia). We invited him to escape his busy celebrity life at Swissôtel in Singapore, where he could enjoy a truly private and relaxing stay.
We worked with the hotel management and involved the staff to turn his holiday into a complete escape. Despite Marc Nelson being one of the most popular celebrities in Asia, we offered him the possibility to avoid fans and other hotel guests for a few days, as though he was actually staying in Switzerland. This influencer action highlighted the hotel’s Swiss heritage and hospitality: at Swissôtel, guests will always enjoy the peacefulness of the Swiss Alps, even in a busy city like Singapore.
Throughout his stay, Marc Nelson shared content that portrayed how luxurious, relaxing and private his stay was. And even though his fans were looking forward to seeing him at the hotel, for once, he truly managed to escape.
The results
Our campaign saw a 122% higher CTR on Facebook than previous campaigns and a 21% higher ER than the industry average. In terms of media, the CPM was a 79% lower as compared to similar campaigns our client had published before.