REMINISCENT
CABLE BEACH CLUB - RESORT & SPA
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We created a perfume range that represented the various memories you would create and cherish at the resort.
BACKGROUND
Cable Beach Club is a unique resort and spa located in the isolated north-west Australian town of Broome. Whilst many people in Australia know ‘of’ Cable Beach Club, they often lack an emotional connection with the brand, meaning they are less likely to travel the distance to stay there.
PROBLEM
We needed to find a way to connect the brand with people on an emotional level, whilst bringing to life the brand proposition - "creating lasting memories".
INSIGHT
Research indicates that smell is by far the most powerful of our senses - creating and triggering vivid memories, surfacing emotional responses and ultimately driving decision making.
It is also known that the unique array of aromas found on the resort play an inherant part in the overall experience and memory of the incredible destination.
IDEA
What if we could capture these unique aromas and create memories of
Cable Beach Club for people before they have even visited?
INTRODUCING...
CREATING MEMORIES
BEFORE THEY ARE MADE
We brought the Cable Beach Club experience to the people by capturing the various aromas of the destination and marketing it as a high-end perfume range.
This was made possible by utilising their existing relationship with French perfumery L'Occitane.
Each fragrence has been designed to represent a different memory of Cable Beach Club, from the aromatic frangipanis found throughout the resort to the afternoon fresh sea breeze.
COASTAL FRANGIPANI
SEA BREEZE OF BROOME
SUN-SOAKED SANDALWOOD
The reverse of each box has a short narrative on the background behind the scent and how it relates to the lasting memories of Cable Beach Club.
People are then prompted to get the full experience by booking a visit to Cable Beach Club.
We also created tactical sample packs which were handed out in the duty free sections of airports as tourists arrived in Perth, along with shopping centres in affluent areas.
A large percentage of holidays are booked within 8 of weeks of a previous holiday.
So why not send out a custom direct mail piece to their home address 6 weeks after they return?
To further build on the brand proposition of "creating lasting memories", we send them a photo from their trip taken by one of our professional photographers, along with a scented candle filled with one of the "REMINISCENT" aromas. Every time they light the candle, it brings back vivid memories of Cable Beach Club and creates an emotional prompt to book another trip.
The candle is likely to be lit on special ocassions with guests around, hence the candle will also act as a
social conversation starter talking about Cable Beach.
