Objective
To make Cheetah Plains known in Brazil as a unique, customised, and exclusive safari experience.
Context
Cheetah Plains is a relatively new hotel with many distinctive features. Composed of three villas, each one of them hosts a minimum of four guests and a maximum of eight. Each group has its own dedicated staff, being able to enjoy fully personalised experiences. The challenge was to fulfil the client’s desire to become known in Brazil and to communicate its features to different target groups.
Strategy
From the start, we promoted Cheetah Plains to a broad audience, even knowing that most of them wouldn’t include the hotel in their next trip. The starting point was to create desire. We focused on the exclusive experience it offers and showcased its most unique features, such as the “silent and sustainable safaris,” and the strong connection with contemporary art.
Approach
Bringing together members of the press in São Paulo for an exclusive meeting with the client, who would present the product. Following that, organising a press trip to reinforce the encounter and promoting a series of press releases to showcase the hotel’s main qualities.
Actions
We organised a sophisticated lunch in São Paulo, inviting journalists from both specialised and general media outlets, such as Marie Claire and Casa & Jardim magazines. We brought in a representative from Cheetah Plains to present the product during the event. Afterwards, we organised a press trip for some of these outlets to visit the hotel. At the same time, we produced press releases highlighting the key features we wanted to promote. The trip took place a few months after the lunch, and the results were very positive.
Results
Cheetah Plains started gaining interest from Brazilians, who began requesting quotes and searching for more information online. The client was impressed with this initial response. Soon after, celebrities began showing interest in the hotel, and Sabrina Sato chose Cheetah Plains as one of her honeymoon destinations. In just six months, Cheetah Plains went from complete obscurity in Brazil to being highly desired by travellers and celebrities.
1 – Brazilian Celebrity Sabrina Sato enjoying honey moon at Cheetah Plains
2 – Brazilian Press Trip to CHeetah Plains
Casa e Jardim Magazine
Marie Claire Magazine
Catraca Livre Portal
Lado B Viagem