TAUZIA Hotels has partnered with Kilat Megah Jaya to develop the first YELLO hotel in Cilacap, Central Java, which is planned for launch in 2021. YELLO Cilacap will be the 14th YELLO project under development in Indonesia.
The new YELLO Hotels brand positions itself as “a tech-friendly netizen’s economic brand that doesn’t take its lead from mainstream hospitality”. It aims to emphasise a trendy sense of style with a strong emphasis on urban art and technology while providing guests the fundamentals to create a sociable and cosy environment.
To promote the new hotel, an integrated brand activation and marketing campaign will be implemented. Called YELLO OFF DA WALL, the campaign features a street art competition aligned with YELLO Hotels concept.
This is in a bid to celebrate the creativity of street art artists and introduce consumers to the YELLO Hotels creative approach to hospitality by using art, design and technology to provide a unique guest experience. This competition also looks to serve as a prestigious event for community and street art artists as the judges involved include international and national artists who have been invited to participate to perform live paintings and select winners.
The campaign also spans across print, TV, online, OOH, event and more, with a heavy focus on digital in its initial stages to garner participants for the OFF DA WALL campaign. Targeting urban art enthusiasts, netizens, Millennials, the objective of the campaign is to create awareness of the new economic hotel and the unique brand concept as a new social place to those who seek novel experience and community bonding.
The new YELLO Hotel, which will be located between Cilacap’s Jalan Mayjend Sutoyo and Jalan Ahmad Yani, will also aim to cater to business travellers as well as tourists. This is due to the hotel’s ease of access to local tourism areas such as Benteng Pendem, Nusa Kambangan Beach, and Widarapayung Beach, amongst others.
“The opening of this new-build hotel with 150-rooms will strengthen the brand’s footprint in yet another key city in Java,” Wenny Yanuandita, business development manager TAUZIA Hotels said.