W Kuala Lumpur is encouraging Singaporeans to check out its hotel by hosting a pool party at W Singapore – Sentosa Cove on 17 November. In a statement to A+M, W Kuala Lumpur’s spokesperson said it is targeting Singaporeans as the Malaysian city is a popular weekend stopover for Singaporeans.
Besides relying heavily on social media and word of mouth to raise awareness about the pool party, W Kuala Lumpur is also working with MINI Malaysia to send its crew to Singapore via MINI Coopers. The W Kuala Lumpur employees heading to Singapore include general manager Christian Metzner, music curators and head mixologist and concierge staff known as W Insiders. The hotel partnered with MINI as both parties had similar target markets, the spokesperson said.
To showcase both properties in Malaysia and Singapore, the drive from Kuala Lumpur to Singapore will be filmed and will feature Malaysian fitness influencer Linora Low, the hotel’s spokesperson said. Thereafter, the video will be posted on W Kuala Lumpur’s social media platforms, with the aim of increasing the number of followers by at least 50%. The pool party will feature Malaysian inspired cocktails and music curated specially for the event. Consumers can also stand a chance to win stays at W Kuala Lumpur by uploading an image onto Instagram with the hashtags #WKLxWSG, #WKualaLumpur and #WSingapore.
In July this year, the hotel appointed Nikie Mok to the role of director of sales and marketing. Reporting to Metzner, Mok brings with her over 18 years of experience in the hospitality industry. The Kuala Lumpur hotel opened during the third quarter of 2018 and it aimed to raise brand awareness through buzz worthy events and working with influencers. W Kuala Lumpur is currently working with boutique PR agency Commas PR as well as Publicis Groupe’s SapientRazorfish and Spark Foundry.