The Park Lane HK elevates culinary experience with Hoegaarden partnership

The Park Lane Hong Kong, Autograph Collection, has joined forces with Belgian brewer Hoegaarden Beer to offer an exclusive afternoon tea at its restaurant, Ebb & Flow, as part of its latest brand partnership initiative.

Available starting 6 September, the limited-time afternoon tea is also part of the Oktoberfest celebration, the world's largest folk and beer festival.

A spokesperson told MARKETING-INTERACTIVE that Hoegaarden is chosen for its reputation as a premium, high-quality beer with peach and raspberry flavours that complement the afternoon tea experience. At the same time, its light, refreshing taste enhances the culinary offerings and aligns well with the hotel's brand image.

The partnership targets young professionals and millennials interested in unique dining experiences, beer enthusiasts who appreciate craft beverages, tourists seeking memorable experiences in the city, and residents looking for upscale leisure activities.

Inspired by Hoegaarden Peach White Beer and Rosée White Beer, the menu captures the vibrant, fruity essence of a stroll through a lush orchard. Ebb & Flow’s chef has curated a new afternoon tea menu, incorporating peach, raspberry, and beer ingredients such as raspberry cream choux, peach and mango tartlet, and Hoegaarden white sorbet. 

The selection also features an array of savory delights, including cajun grilled shrimp skewers with cilantro pesto, prosciutto and cantaloupe with water cracker and cucumber and sun-dried tomato sandwich sushi rolls. Guests may complement their experience with a choice of coffee, tea, or a Hoegaarden beer.

Each dining guest will also receive a free Hoegaarden beer set, randomly selected and available while supplies last, allowing guests to bring the vibrant, refreshing experience of this unique afternoon tea home. 

According to the spokesperson, the campaign will utilise various promotional channels, including social media ads, email campaigns, website exposure, digital posters throughout the hotel, influencer tastings, press releases, media outreach, and targeted digital marketing efforts such as search engine advertising and retargeting ads. Additionally, limited-time offers are launched to create urgency, and partnerships with third-party dining booking platforms are established to maximise exposure.

The Park Lane Hong Kong believes that brand collaboration is a significant strategy for the hotel and reflects a growing trend in the hospitality industry, where unique partnerships are leveraged to create memorable customer experiences, according to the spokesperson. "It allows the hotel to diversify its offerings, attract new audiences, and enhance its brand reputation through association with well-known partners such as Hoegaarden," the spokesperson added.

This collaboration will also provide insights into consumer preferences for new dining experiences paired with beverages, enable marketers to explore new creative avenues for branding and promotions, and foster partnerships that can lead to innovative campaigns and cross-promotional opportunities, according to the spokesperson.

Don’t miss: The Park Lane HK and Ser Wong Fun team up to promote classic snake dishes

In fact, The Park Lane Hong Kong, Autograph Collection has been banking on brand partnerships to engage a wider audience. Back in March, the hotel teamed up with local heritage restaurant Ser Wong Fun (蛇王芬) to present snake dishes innovatively, allowing guests to experience Hong Kong's classic culinary culture from a fresh perspective. 

The collaboration targeted food enthusiasts eager to explore unique and traditional Hong Kong dishes, as well as locals and tourists looking for an authentic cultural dining experience.

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