How the Wentworth won
The Wentworth Sydney, which re-opened this month after
undergoing some major refurbishment works during the Christmas
and New Year period, was last year celebrating its status as The
Lion King's official hotel. How it won the tender is a good lesson
is thinking outside the square.
According to The Wentworth Sydney's director of sales and
marketing, Terri Reid, the bid process for the official hotel
status began back in August 2002.
"We invited the Disney representatives to the hotel for the
presentation which began in the foyer of one of the meeting
rooms," Ms Reid explains.
"At this time coffee and tea were served, with a general
description of the upcoming renovation plans, along with an
overview of the history of the hotel - fairly boring, you say?
Yes, that was the intention.
"We then knocked on the door of the meeting room as
noises were heard coming from inside. The doors opened and
a full jungle opened up to us, with the music from The Lion
King written by Elton John and Tim Rice booming from
inside! Jungle sounds, plants, and themeing surrounded us as
we entered the room for the official presentation.
"As we went through the presentation, special "Hakuna
Matada" cocktails were poured and served."
The presentation, on PowerPoint, included details on Accor
and the Sofitel Wentworth Sydney and its positioning as the
"home of the arts in Sydney", the entertainment background of
the hotel's general manager, and information on the various
marketing opportunities Accor could bring to the table in
terms of promoting The Lion King (website, loyalty program,
magazine, etc).
Specific Sofitel Wentworth Sydney support included details on:
Hotel package advertising spend
Inclusion in monthly newsletters
Inclusion in mailings
VIP Check in area
Lion King Cocktail - The Hakuna Matada!
Promotional Flyer
Lion King Supper Package
Bus Transfers from the hotel to Capitol Theatre
Lion King Display in Lobby
Additional PR support and activity
Obviously, the additional effort and thought that went into
the proposal worked, because the property was given the job
and official status.
With the re-opening of the hotel this month, 2003 is
already looking positive for the Wentworth.
Right now it does not look like the finished product. The
old lobby is still in use while the new lobby and lobby lounge
are being completed. The new lobby and lobby lounge will be
available sometime in April, with the ballroom and meeting
space being completed by May 2003. The floors will come
back one level at a time until they are completed.
The hotel will be re-branded Sofitel Wentworth Sydney in
August 2003. At that point the majority of the works will be
completed. The retail shopping space will be the last part of the
hotel completed on the Bligh Street side, along with a new day
spa (towards the end of 2003).
The Lion King begins in October 2003.
mice.net 99
SYDNEY
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