BRIEF

SLEEEP is a Hong Kong-based capsule hotel, with the aim to provide quality space for rest and relaxation. Targeting Hong Kong people with a busy lifestyle, Comms8 was tasked to raise the brand awareness and drive bookings.

STRATEGY

Premium brand identity for SLEEEP: As the capsule hotel is located at prime location in Hong Kong, we formulated the brand identify as a premium, high quality capsule hotel providing a comfortable, sustainable and personalised experience.

Content creation for social media: Aligned with the premium brand identity, we created social media content on Facebook, Twitter & Instagram to bring forward the premium brand image to target audiences.

PR & Media outreach: To increase brand awareness, we organised an experience day for press, inviting 15 top-tier local media & publications focusing on lifestyle, travel & design to gain first-hand experience with SLEEEP, followed by a press release. This media-only experience secured coverages from mainstream media.

RESULT

Within a short period of time, the campaign generated over 2,200 followers and 50 positive reviews on the Facebook page. The campaign also attracted 15 journalists from premium media outlets to attend the press day event, resulting in over 27 coverages being released on influential media outlets including The Telegragh, HK01, SCMP Magazine, Lifestyle Asia, and Asia Time Online. This coverage proved to resonate with SLEEEP’s audiences.

Now the hotel is ranked #4 out of the 261 B&B/Inns in Hong Kong-based on TripAdvisor reviews. The average occupancy rate of SLEEEP has seen a great leap from 20% to 63% since the press event.