Fairmont Singapore has partnered with fashion brand UNIQLO and cosmetic retailer Lush to launch a staycation package specifically for mothers. Calling it a "mumcation", the package will allow guests to have a massage, afternoon tea, and some "me" time to themselves. As part of the partnership, UNIQLO will be providing hotel guests with a two-piece loungewear set from its loungewear collection – the women ultra stretch AIRism short sleeve set. Meanwhile, Lush will be providing guests with a curated bath kit which consists of a bath bomb, bubble bar and a face mask.
The package will be available from now until 30 December, and will allow guests to sleep in late. The hotel will also provide a variety of breakfast options that guests can enjoy from the comfort of their bedroom. Alternatively, guests can opt to head down to Prego, Fairmont Singapore’s Italian restaurant, where they can enjoy a quiet morning to themselves before checking out. Fairmont launched this mumcation package as it recognises that a mother’s job is tough as it is, let alone having to cope with the "new normal" for the family and themselves during the pandemic.
To promote the package, a hunt will be held to uncover Singapore’s most stressed out mums through a radio partnership. Key media and opinion leadres (KOLs) are also invited to experience the mumcation for themselves. Additionally, the promotion of the package will be further amplified through Fairmont’s and partner channels as well. The mumcation package was launched in collaboration with W Communications.
In a statement to Marketing, Sian Jenkins, deputy managing director of W Communications, said the idea for the mumcation package was first conceptualised in August and the agency spent a few weeks locking in partners and logistics. Additionally, the agency tied up with UNIQLO and Lush, bringing its clients together to make "synergistic brand partnerships".
The idea came as the agency wanted to help Fairmont solve a real problem beyond simply bringing experience and delight. "We curated a very targeted staycation with a difference, to an audience group we know is most in need of a break as we emerge out of the depths of circuit breaker and phase two," Jenkins said. She added that the agency identified mothers as one of the unsung heroes of the lockdown period, having to juggle home-based learning with kids, as well as with their jobs and endless Zoom calls. Hence, the experience is a way of giving back and showing appreciation to them.
Marcus Hanna, general manager of Fairmont Singapore said through the package, it hopes to offer mothers some tranquillity and rest before they recharge again for the days ahead. “We recognise that everyone is experiencing higher levels of stress in the current situation and taking time out is not as easy as it used to be. Mothers especially, are juggling various responsibilities. Many have to cope simultaneously with work, children and family throughout the day while at home," Hanna added.
Fairmont Singapore is not the first hotel brand to get creative with its staycation packages during this period of time. Wildlife Reserves Singapore has also partnered Millennium Hotels and Resorts to offer guests with special experiences. The partnership saw specially-curated staycation packages for guests where personalised experiences at Wildlife Reserves Singapore's wildlife parks such as "Millennium Wild Experience with the Orangutans" and "Millennium Wild Experience with the Pandas" are available when guests book a staycation with the hotel. Through the experiences, guests are able to enjoy an exclusive session with the animal care team to learn more about the orangutans or pandas. In addition, they are able to go behind-the-scenes for up-close encounters with the animals.
Separately in Malaysia, Sama-Sama Hotel KLIA partnered with Malaysia Airports Holdings and Airport Fire Rescue Service to offer Malaysians an unconventional two-day-one-night airport staycation at Kuala Lumpur International Airport. The staycation offers baking classes for children at the hotel's bakery and a 50% discount on food and beverage at the hotel. The staycation package also included an exclusive tour to the airport fire station, allowing customers to be a "firefighter" for a day. The staycation was fully sold out.
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