A Taste of Chiva-Som at Bathers

Objective

Generate awareness and interest in Chiva-Som Luxury Health Resort (Thailand) through showcasing its award winning Spa Cuisine at The Bathers’ Pavilion restaurant in Sydney for one week in May 2010.

Key audiences included past Chiva-Som guests, potential guests, travel industry representatives, media and VIPs.

Strategy

• Chiva-Som’s Executive Chef and Sous Chef showcase the resort’s Spa Cuisine at The Bathers Pavilion to a la carte diners as well as guests who attended a series of cuisine events at Bathers during 10-16 May 2010.
• Develop a 5-day event program that will reach our key audiences from industry events for media and travel agents, a Sydney Morning Herald Subscriber Dinner on Thursday 13 May and a Major Dinner event on Friday 14 May 2010 attended by special guest Collette Dinnigan and MC’d by Sara Groen (Channel 7 presenter)
• Promote the events through various PR channels – media relations targeting food and travel media, a cooking demonstration on the eve of the promotion with key food bloggers, a media luncheon event and one on one interviews at the venue.
• Additionally, the key partners in the promotion (Chiva-Som, Travel the World and Bathers) undertook a direct marketing campaign with their databases

Results

• More than 300 people experienced Chiva-Som’s Spa Cuisine during the promotion (10-16 May).
• 20 stories have appeared so far.
• 13 journalists and food bloggers met with Chiva-Som during the promotion including Delicious, Luxury Travel, Spa Life and Not Quite Nigella.