CASE STUDIES

ENGAGING DESTINATIONS

Rituals, Rice Fields and Rites of Package … Conrad Bali reconnects with Bali’s green interior, beating heart, wins hearts  and minds of guests and press with purification, pampering and POD chocolate

Challenge:

As a legendary resort about to celebrate its 10th Anniversary, Conrad Bali was no longer the new kid on the block or able to rely on ‘wow’ design or trendy location to capture press attention.

Big Idea:

Conrad Bali had to look beyond its Tanjung Benoa beachfront perch. The resort had to look outwards (and upwards) to seek inspiration in the heavenly highlands of the island’s interior. And the hotel’s team had to rediscover Bali’s spiritual heart and fall in love all over again if they wanted their guests to do the same.

Delivery:

With the help of DAC, Conrad Bali identified several authentic, cultured and uniquely Balinese experiences in and around Ubud, the spiritual heartland of Bali, which were wrapped into an experience titled of ‘Rituals, Rice Fields and Rites of Passage’.

Guests were whisked to a verdant world of shimmering rice fields, complex stone irrigation systems and thousand year old temples carved into rock faces before taking part in an ancient purification ritual in the 13 sacred fountains of Tirta Empul and ending the day with high tea and massage in a luxury tented camp on the terraces with wine tasting, Balinese dancing and sunset viewing.

The resort also launched organic cacao tours to connect guests to a revived Balinese tradition. An iconic VW safari to POD Chocolate for a tour of the hillside farm, accompanied by a knowledgeable master, precedes a guided tour through the entire chocolate making journey followed by cooking class and dining experience.

Press fam trips for A-list media from key target markets around the region, together with a targeted press release campaign, resulted in in-depth feature stories, some up to eight pages, that created a fresh buzz around Conrad Bali and far exceeded DAC’s coverage KPIs.

This has now laid the groundwork for a series of authentic destination-driven experiences to be curated, themed and offered to guests, as well as laying the groundwork for a program of special-interest press fam trips tailored to different market segments.

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