Zouk drifts further away from nightclub label with fitness concept at sea

In its move to break away from the "nightclub" label, Zouk has launched?a lifestyle travel concept?by introducing a cruise experience called "The WKND". Targeting Millennials, The WKND is organised by Zouk Group's cruise division Zouk At Sea, and offered exclusively on Dream Cruises. This will be held on two selected weekends in November and December.

According to Zouk, the cruise experience will include fitness and wellness programmes in a bid to "build a community of free-spirits and?connect Millennials across different cultures and lifestyles". In a statement to?Marketing, Jason Kong, general manager of Zouk At Sea said the cruise division has unique assets such as?travel, music and wellness to create an experience that resonates with Millennials today.

For Zouk At Sea, we want to be seen as a travel lifestyle experience instead of just a nightclub.

Having said that, Kong added that the cruise will not operate as a?gym or a fitness centre. "What we want to do is to create synergy around various Millennial interests and turn it into one highly experiential event. We are not necessarily in the fitness business space, but we are most definitely in the business of creating experiences," he said. According to Kong, the fitness-themed event is only one part to the overall experience as there will be parties. However, these parties are programmed towards a "day vibe" and as a platform for participants to interact, connect and meet with like-minded people.

Zouk will push its marketing on social media, search and CRM, while seeking out potential brands and partners to work with to amplify and add to guests' experience at The WKND. The event was organised and conceptualised in-house.

Earlier this year,?Zouk Group further pushed into the F&B industry bringing to Singapore popular American burger joint, FIVE GUYS. As part of its strategy to?diversify its F&B offerings and?strengthen its position as a lifestyle brand, Zouk Group has been expanding its offerings in Asia.?It will also also be launching a new vibe dining concept at Resorts World Genting ? FUHU Restaurant & Bar, a contemporary bistro offering traditional Chinese fare with a modern spin.

However, Zouk was also in the news most recently for?pressing pause on its annual ZoukOut party. In a Facebook post, the Zouk Group organisers said the event will be taking a break to recharge and will do ?everything? to keep the festival and spirit alive. This came after?ZoukOut switched to a?one-day event?format after five years of two-day parties. According to Zouk, it has held?18 editions of ZoukOut thus far.