Public Relations Case Study

InterContinental Singapore (ICS), is a leading luxury five-star heritage hotel just steps from Singapore’s thriving arts and culture districts of Bugis and Bras Basah.

While Singapore is one of the most visited countries in the world, its renowned for its less than predictable weather – boasting two monsoon seasons and an average of 171 days of rain every year.

As a result, tourist visits drop during off-peak seasons and the hotel faces stiff competition among Singapore’s competitive hospitality sector – competing with some of the world’s most recognisable hotels.

InterContinental Singapore called on TEAM LEWIS Australia to re-establish it with luxury travellers and raise its profile with visitors from Australia, New Zealand, the UK, USA and beyond.

We launched the campaign when travellers booked for monsoon season travel, and rolled out the press release, completely driven by earned media with zero ad spend.

First securing national syndications and interest via travel and news media in Australia, then New Zealand, across APAC and around the world. We focused our efforts very specifically on working with select media outlets including, NewsCorp, CNN and The New York Post – we knew that securing these early was pivotal to igniting the fuel that would see the story take over the news cycle globally.

The hotel recorded unseasonably high interest from US travel agents, thousands of social media followers from around the globe and its highest spike in website traffic in years. On search engines, it climbed to the top of search results for several key terms.