February 25, 2013
Mandarin Oriental, Hong Kong, is boosting foot traffic by creating special offers as the official hotel of the inaugural Art Basel May 23-26 in Hong Kong.
The property will have special offers throughout the duration of Art Basel and will offer a package for out-of-town guests. The partnership will help the hotel show off what is has to offer global consumers.
“This valuable partnership with the world’s premier art show allows us to offer guests a variety of unique and art-inspired experiences,” said Nina Colls, director of communications at Mandarin Oriental, Hong Kong.
“As the hotel of choice for many leading artists and gallery directors when visiting the city, our hope is to further strengthen our presence as one of the most sought-after properties in the world,” she said.
Artsy celebrations
The hotel’s Mandarin Grill + Bar will be serving a special art-inspired three-course lunch and five-course dinner menu as part of the Art Basel celebrations.
The menu was created by Michelin-starred chef Uwe Opocensky to stimulate the senses.
Also, the hotel’s team of pastry chefs will create art-inspired chocolates that will be available with afternoon tea in the Clipper Lounge and with the Art Basel package, and will be on sale in the Mandarin Cake Shop.
The treats include items such as chocolate pencils, paintbrushes and artists palettes.
The property’s M bar will have a selection of art-inspired cocktails May 6-26 named after the exhibitions of the fair.
M Bar
Furthermore, the hotel’s Clipper Lounge will become home to the Hong Kong Eye art exhibition, which will showcase more than 20 of Hong Kong’s leading artists.
The hotel’s culinary team will be providing art-inspired cakes for guests to enjoy during the art exhibition.
In addition, the property is offering an Art Basel package May 20-27. It is priced at approximately $632 per night.
The package includes two tickets to Art Basel, invitations to the Vernissage May 22, use of the Art Collectors lounge, access to all events related to the fair and a complimentary fair catalog.
Also, guests will receive a bottle of Champagne, Hong Kong Eye book and daily breakfast in either the Clipper Lounge or the Café Causette.
“When many think of the Mandarin Oriental, we think of the clean lines and contemporary approach it takes with all of its hotel properties and restaurants,” said D.M. Banks, director at DMB Public Relations, New York.
“Knowing this, being attached to Art Basel seems like a very intelligent marketing partnership,” he said.
Luxurious events
Partnerships with local events can help a hotel drive foot traffic during the event and possibly increase bookings by showing off what the property has to offer.
Other luxury hotels have similar packages.
For instance, Four Seasons Hotel Austin is driving foot traffic during the South by Southwest Conferences and Festivals by partnering with local public radio station KUT-FM 90.5 to offer live festival broadcasts and interviews at the hotel.
The hotel property and KUT-FM will host early-morning music broadcasts March 13-16 that will feature live festival performances and interviews with artists to give locals and guests more ways to engage in the SXSW experience (see story).
Also, The Ritz-Carlton, Washington, DC, is increasing bookings during the annual National Cherry Blossom Festival with themed packages such as one that features a guest-sponsored tree in the National Forest.
The hotel is offering two different packages for guests to experience the festival and the 101st anniversary of the gift of the blossoming cherry trees from Japan.
In addition, the property also created its own scent inspired by the trees that is being used in candles, oil diffusers and room spray (see story).
Properties that affiliate with special events also gain additional press and exposure surrounding the event.
“As with many of these situations when a hotel property becomes the official hotel of an international event, the additional press and media attention certainly is positive coverage for the property,” Mr. Banks said.
“The additional press coverage and additional hotel guests make for a positive situation for the property,” he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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