Hotel Indigo: Neighbourhood 15

Yanling Leow

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Campaign details

Brand: Hotel IndigoBrand owner: IHGLead agency: Iris WorldwideCountry: Indonesia, SingaporeIndustries: HotelsMedia channels: Games & competitions, Online video, Programmatic display, Social media, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

In 2017, boutique hotel chain Hotel Indigo was looking to penetrate a cluttered market by launching its first resort property in Seminyak, Bali. While the brand is inspired by its surrounding neighbourhoods to encourage original travelling experiences, it is up against an inherent cultural tension between over-tourism and preserving the local culture and magic...

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