Embassy Suites-Waikiki Beach
Bennet Group assisted in the creation of the “Aloha Wellness” program. Building on the many healthy options already offered by the hotel – including a healthy breakfast, 24/7 fitness center and massage treatments – Bennet Group helped facilitate two new offerings: first, a partnership with Lululemon Athletica for a new, free, poolside yoga class and a 24/7 in-suite yoga channel. Second, a “Wholesome Vacation” package, partnering with Whole Foods Market featuring a $100 gift card to enjoy unique Hawaiian fruits, as well as other local products.
The “Aloha Wellness” program was designed to further strengthen Embassy Suites-Waikiki Beach Walk’s commitment to – and reputation for – offering guests amenities of well-being and comfort in a unique tropical experience. It was also tailored to meet the demands of a growing number of Hawai‘i visitors for whom staying fit is important. In addition to extensive media coverage of the new yoga offering (worth $25,000 in earned-media value) Bennet Group won an award from the International Association of Business Communicators for this program and also secured the following:
- HEALTH Magazine (Circulation: 1 Million) Secured a write-up and giveaway for the Wholesome Package to be included in the July/August 2012 issue. This was featured in the “Healthy Deals and Giveaways” page in the print publication as well as an online component to register. Our sweepstakes garnered more than 1,000 entries and with HEALTH Magazine’s hefty circulation of more than 1 million people – to affluent, health-conscious individuals (median HHI of $140,745) – this magazine hit the exact target audience we wanted to reach. Ad rates for this publication run upwards of $100,000 per page and our spend was simply a four-night stay at the hotel.
- Remedy’s Healthy Living Magazine (Circulation: 3.2 million) We secured a write-up and giveaway to be spotlighted nationally in a full-page article in the Q3 2012 issue of Remedy’s Healthy Living magazine as well as its online and social media channels. Embassy Suites-Waikiki Beach Walk received a total of 8,828 digital entries and 3,133 snail-mail entries. From the 12,000 total people that entered the contest – more than 2,300 people specifically opted-in to receive mailings from Embassy Suites-Waikiki Beach Walk. A mention of the contest was even on the magazine cover – enticing its 12.3 million quarterly readers to check out the promotion. The magazine is distributed at 27,000 pharmacies and 70 retailer brands. Our value was listed as $3,250 for the package, but just one ad buy is a value of $171,900 – 52 times our value.
- CARROTS ‘N’ CAKE (150,000 visitors per month) We secured the author of this blog to stay and experience our wellness amenities first hand. This popular blog http://carrotsncake.com journals the passion for fitness and food. The contributes to Health.com and wrote the book “Carrots ‘n Cake” which encourages readers to maintain a healthy lifestyle through staying active and eating well-balanced meals. Secured national blogger in November 2012 and she stayed in Feb. 2013.
- WHOLE FOODS MARKET PROMOTION The goal was one Whole Foods Market store – we secured the entire Northern California region with 36 stores total. The in-store promotion focused on digital channels with in-store signage in all stores, plus a feature in the Whole Food Market regional newsletter, with over 50,000 subscribers (we received a 48% open rate!). Plus, the partnership opportunity was used as a prize in support of Whole Foods Market “Whole Planet Fundraiser.” Promoted online and in-store, the foundation supports micro loans in developing nations.