Grand Copthorne Waterfront Hotel to 'jazz' up brand growth through influencer takeover

Grand Copthorne Waterfront Hotel has collaborated with five Singapore-based influencers to launch "The Influencer Takeover" from now until September. These key opinion leaders (KOL) will be taking over the hotel's social media platforms such as Facebook and Instagram.

This comes as part of Grand Copthorne Waterfront Hotel's 20th birthday celebration in October 2019. The KOLs will be reviewing the hotel based on their stay. The influencers will be allowed to critic the hotel’s services, facilities as well as outlets in the "most honest and transparent manner" without interference from the hotel. The experiences will then be shared on the hotel’s social media pages together with a review on their respective blogs.

Speaking to Marketing, Gilbert Ong, director of marketing and communications, Grand Copthorne Waterfront Hotel said "The Influencer Takeover" initiative is a "great way" for the brand and the influencers to collaborate and cross-promote content. The hotel aims to increase brand awareness and "jazz" up its follower’s growth while also helping the influencers grow their base by engaging both its communities in this initiative.

According to Ong, having five influencers to take over the hotel’s social media platforms is an endorsement for its brand. "It means our fans on social media knows that these influencers trust our brand. Our fans will also benefit from being able to hear from a credible source," he said. When asked why these five KOLs were selected, Ong told Marketing, the hotel chooses "someone who is honest and writes about the truth".

Adding that the influencers had content that the hotel was looking for, the spokesperson claims Grand Copthorne Waterfront Hotel is known for "treating all with sincerity and true hospitality", and it does not segregate the media or influencers and give “tiers” based on their fan base. The hotel will be measuring the value of its initiative through the content put out, how it drives social engagement and raises brand awareness. The public will also be able to learn about the hotel's tour packages from experiences gathered from the KOLs.

The influencers are Lee Ai Ling, Ivan Teh, Bino Chua, Darren Ang and Hazel Lum. Each of these individuals are bloggers, curating content on travel and lifestyle experiences.

"20 years is a huge milestone for this great property and we are celebrating it in a way no one ever did, which is to allow five influential individuals to give unbiased opinions on what Grand Copthorne Waterfront Hotel is all about," Grand Copthorne Waterfront Hotel's general manager, Farid Alain Schoucair said.