Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Fairmont Orchid’s SelvaRey Rum Bar launch, with multi-Grammy award winning artist Bruno Mars, kicked off the summer series of Beyond LIMITS experiences, an exciting new collection of first-of-their-kind, awe-inspiring adventures available exclusively at Fairmont properties. It stands as a testament to the successful fusion of entertainment and strategic marketing.
Marketing Goal 1: Brand Immersion and Exclusivity
The SelvaRey Rum Bar opening wasn't just an event; it was an exclusive experience. By collaborating with Bruno Mars and SelvaRey Rum, we sought to create an aura of excitement around our brand, enticing a sense of anticipation and desire among our target audience. This exclusivity was further heightened through limited guest invitations to a private launch party in which Bruno Mars performed, and an exclusive VIP experience in which Bruno Mars poured SelvaRey cocktails for select media partners and social influencers, generating buzz and demand in the market.
Marketing Goal 2: Media Buzz and Social Media Amplification
The collaboration capitalized on the artist's sizeable social media following and mass media appeal. We invited media from People Magazine, US Weekly, Travel + Leisure, Rolling Stone, Pop Sugar & Essence Magazine and leveraged top social influencers to capture behind-the-scenes glimpses to post on Instagram & TikTok. The campaign created an online frenzy, maximizing engagement, which resulted in heightened brand visibility and the establishment of a personal connection between our guests and the brand.
Marketing Goal 3: Curated Experience
The launch of the SelvaRey Rum Bar was meticulously curated to provide an immersive experience. The ambiance, décor, and overall atmosphere complete with peacock chairs, palm fronds and green walls for Insta-worthy photo ops, encouraged patrons to not only attend the launch event but also indulge in SelvaRey's rum offerings post-launch, effectively increasing on-site rum sales.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Our campaign achieved unprecedented heights in brand immersion, media and social media buzz, and curated experiences, redefining the boundaries of experiential marketing.
Marketing Goal 1: Brand Immersion and Exclusivity
Guests stepped into a world where the spirit of both the brand and artist came alive. Bruno Mars performed at the private launch event to support its opening and every element of the bar from the décor to the cocktails, resonated with the tropical vibe of both Hawaii Island and SelvaRey while capturing Bruno Mars’ personality.
Marketing Goal 2: Media Buzz and Social Media Amplification
Strategic partnerships with media outlets and top social media influencers enabled us to amplify our reach, sparking conversations across diverse demographics with the resulting media coverage readership totaling 2.1 billion readers, with an ad equivalency of $3.8 million. Additionally, we designed a content strategy approach that included behind-the-scenes glimpses, specially curated content and impromptu, interactive sessions with Bruno Mars himself that went viral among top-target, local media outlets such as Hawaii News Now. Bruno Mars is one of the most celebrated figures in Hawaii, having been born and raised in the Hawaiian Islands, so this created a media frenzy. This resulted in 27.4 million views on Fairmont Orchid and Bruno Mars’ social media channels, catapulting SelvaRey Rum Bar into the cultural zeitgeist—and Fairmont Orchid gained 1,500 followers organically as a result of the SelvaRey Rum Bar launch.
Marketing Goal 3: Curated Experience
The crux of our success lay in crafting curated experiences that celebrated the SelvaRey lifestyle and Bruno Mars's artistry. We hosted a mixology masterclass for select media, offered local fare that complemented the curated SelvaRey cocktails and created a video of Bruno Mars making his personal favorite—the Hollywood Colada.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
While the revenue is confidential, the SelvaRey Rum Bar generated fantastic sales during it's limited run, drastically exceeding initial projections.
More importantly, the launch itself generated huge buzz with over 2 billion impressions, receiving pick-up across top-tier publications. Overall, this campaign was a resounding success!
Entry Title
Fairmont Orchid’s SelvaRey Rum Bar
Division
Public Relations/Communications - New Opening/Launch
Category
Public Relations/Communications