THE STARS TOLD US TO CREATE THE WORLD’S FIRST ASTROLOGY HOTEL; SO, WE DID. THE ULTIMO HOTEL WAS [AND STILL IS] A HUGE SUCCESS FOR ARIES, VIRGO AND GEMINI’S [AND EVERY OTHER STAR SIGN IN BETWEEN] WITH A GENUINE WORLD FIRST ACHIEVEMENT AND CONSISTENT GLOBAL MEDIA INTEREST IN THE CONCEPT.
The Business Challenge
Come up with a creative way to launch The Ultimo Hotel that would set it apart in a sea of four-star hotel openings in Australia.
The love of personalisation is real [think monogram culture on purses] and nothing is more ‘personal’ than your star sign. How do we link a hotel opening with this desire for personalisation?
Our strategic response was to launch The Ultimo as the world’s first astrology hotel and offer personalised experiences; tailored to a guest’s star sign. Woven into the fabric of the hotel, the personalisation starts at check in, where guests are not asked for their passport to verify identity, instead they are asked for their star sign to define where in the hotel they should stay and how they should explore the city. Personalised itineraries ensure that astrological shopping, eating and exploring needs of all the guests are met. We added credibility by partnering with renowned astrology expert, Damian Rocks, who predicted the concept would be a roaring success.