Bespoke Marketing for a World Premiere

As part of an integrated marketing programme targeting HNWIs, Hilton partnered with JI Experience to promote the premiere of the world’s first underwater villa to premium cardmembers from American Express across Asia, the Middle East, Europe and Latin America.

The custom advertising campaign including brand ads and tailor-made advertorial content in Departures and Centurion Magazine across multiple issues, showcasing a selection of Hilton hotels and resorts, as well as exclusive services, unique amenities and new openings in desirable destinations. Online, the campaign was brought to life with a combination of display advertising and sponsored content across the Departures and Centurion Magazine digital hubs, showcasing key properties from two of the hotel group’s most premium brands, with an extension to social media to create additional buzz with this premium audience.

At the heart of the digital activity was a custom video produced by our team for Hilton, featuring The Muraka Undersea Residence at Conrad Maldives Rengali Island, the world’s one and only underwater villa. The video explores the villa and surrounding underwater paradise from the perspective of freediving world champion Alessia Zecchini,  illuminating Conrad Hotels’ commitment to extraordinary experiences, sustainability and conservation.

Rounding off the multi-channel initiative, our team worked with Conrad Maldives and American Express to craft an offer for a limited edition, first-access stay at the Muraka underwater villa exclusively for verified Centurion Members. This offer was promoted to cardmembers exclusively through their Centurion Magazine, directly resulting in 6 requests to book truly unique experience.

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