Case Studies
Raffles Hotel: The Secret Society of The Gourmandise event
Published: Mar 19, 2007
Objective
To garner bookings for the Raffles Hotel Wine Food & Art Experience, an exclusive gourmet event featuring Michelin-Star chefs.
Approach
To keep its air of exclusiveness, Raffles Hotel created a 'secret society' for gourmet lovers. People on their limited database were sent a very discreet package inviting them to be a member and informing them of an event worthy of a gourmand. The package contained a programme booklet hidden inside an old hard cover book with a secret compartment, effectively hiding knowledge of the event from the general public.
Results
25% responded, resulting in a booking of 90% for the Raffles Hotel event.
The Raffles Hotel Wine Food & Arts Experience is an eagerly anticipated annual gourmet event. Its draw has always been fine cuisine by Michelin-Star guest chefs and a good selection of wine in an intimate setting, and generally the people who attend it are those who can truly appreciate the finer things in life.
To retain Raffles Hotel’s air of exclusiveness and create awareness of this special event, Rapp came up with a tongue-in-cheek campaign that Raffles Hotel would be able to use for years to come – The Secret Society of the Gourmandise.
The idea was to keep knowledge of this highly sought-after event away from the public eye as seats are limited, so that true gourmet lovers (also known as ‘society’ members) would be informed first about this event.
We send people on our very limited database a discreet brown paper package containing an invitation to be a member of the Secret Society of The Gourmandise, and a programme booklet hidden inside an old hard cover book with a secret compartment.
These 500 books from used and vintage bookstores were handpicked, then hollowed out with a penknife and wrapped in brown paper by hand to add authenticity to the project – not to mention a fun bit of randomness as secret society members would have no way of knowing which book they would receive. As the books were light after being hollowed out, it was possible to send the packages via regular postal service at a low price.
The programme booklet that lay hidden inside was illustrated in a 1930s style to reflect Raffles Hotel’s heritage, and featured a comical upper-class lady scrutinising a silver platter of food as the waiter holding it looks nervously around for spies.
And impressive 25% responded by telephone or email upon receiving the secret package, resulting in a booking of 90% for the event within three weeks.
Recipients of the secret package were pleasantly surprised, with some saying they would keep the secret compartment book for their own use.
The objective was met beyond expectations, the style of the direct mail complemented Raffles Hotel's image as a historical icon perfectly and best of all, this campaign created fresh buzz for an established event while instilling a sense of belonging for Raffles Hotel patrons.
Contributed by Marketing Magazine