Caruso Travel Case Study

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Case Studies| Travel & Tourism

CASE STUDIESTRAVEL & TOURISM

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Introduction to Caruso Affiliated TRAVEL & TOURISMCase Studies of Collaboration

To showcase the the city of Hong Kong, its tourism bureau transformed The Grove into a day-to-night festival celebrating the sights, sounds and tastes of the Chinese destination.

The Park’s central stage served as the centerpiece for more than 27 cultural performances spanning both traditional and modern dancers and singers. Five culinary experiences from Michelin-starred chefs tempted the taste buds of guests and VIPs.

Renowned Hong Kong architect William Lin created a high-impact, artistic installation across the property featuring 65 illuminated fish in bright colors symbolizing best wishes and good luck to Angelenos.

Thousands of guests experienced the festival over the busy June weekend and more than 2 million media impressions extended the “visit Hong Hong” message across the LA region.

DISCOVER HONG KONG

STAMPS ITS PASSPORT

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Introduction to Caruso Affiliated TRAVEL & TOURISM

JETBLUEEXCITE-MINTIS IN THE AIR

To promote JetBlue Mint, JetBlue’s First Class service LAX to JFK, the airline selected The Grove to host its three-day integrated marketing campaign. Showcasing its new first class cabin and related services, the weekend kicked off with a private, star studded press event in The Park followed by a VIP concert on the rooftop of Level 8 featuring Gary Clark, Jr. The balance of the weekend allowed guests to become familiar with this spectacular new service, stopping by The Mint Room to enjoy signature refreshments, tapas- style bites, giveaways and more.

To promote the launch, the integrated marketing plan included an ad in the LA Times, OOH placement on The Grove Drive, property signage and digital assets on The Grove website and social media channels.

The experiential event exceeded all client expectations, garnering more than 1,650,000 impressions.

Case Studies of Collaboration

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To promote its new routes leaving from LAX, Qatar Airways turned to The Grove to introduce affluent prospects to the “Discover Qatar” experience – both on board the plane and in the many destinations it flies.

Caruso’s Strategic Alliances and Entertainment team created an integrated three-day consumer experience supported by a four- week OOH media campaign, attracting tens of thousands of Los Angeles residents to enjoy the "Discover Qatar Airways" pop-up event that pre-promoted and celebrated the new daily, non-stop service between Hamad International Airport in Doha and Los Angeles International Airport. Guests of all ages enjoyed a luxurious Qatar Airways experience from start to finish, including an award-winning business class seat display, Arabic food tastings and musical entertainment from around the world.

Qatar Airways also used the campaign to highlight its diverse network of 152 destinations around the world. Arabic, African and Bollywood dance routines were among the highlights, and children enjoyed henna art, mosaic box crafting, a coloring wall and an Instagram-ready photo booth. On Friday evening, the airline hosted a VIP reception, featuring a live performance by Judith Hill, a stand-out contestant on NBC's "The Voice.” On Saturday evening, guests enjoyed a screening of “Aladdin.” On Sunday evening, guests watched the film“20 feet from Stardom.”

More than 1,350,000 impressions and 5,000 guests registered, exceeding clients objectives.

QATAR AIRWAYSTAKES FLIGHTIN THE PARK

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Introduction to Caruso Affiliated TRAVEL & TOURISM

Air New Zealand landed its 75th Anniversary celebration at The Grove by giving away 75 round-trip tickets from Los Angeles to London, New Zealand or Australia to guests.

Guests of The Grove participated in the 75th festivities on the day by visiting the Air New Zealand Pop-up Ticket Counter in The Park and receiving a Boarding Pass Game Card from a brand ambassador. Guests then registered and scanned their boarding passes to reveal the prize details.

In addition to the 75 round-trip tickets, guests received other prizes, including Air New Zealand merchandise, promotional discounts on round-trip tickets and more.

The pop-up promotion attracted long lines as well as national media attention.

AIR NEW ZEALANDCELEBRATES

ITS 75TH

ANNIVERSARYWITH

THE GROVE

Case Studies of Collaboration

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AIRBNBSAYS ”HELLO”

TO LOS ANGELES

When Airbnb entered the LA market, the company did so with a unique Facebook promotion that granted access to Angelenos to spend the night at one of five iconic Los Angeles destinations at a pop-up experience.

One of those locations was, of course, The Grove.

The different listings were co-designed by celebrities (James Franco, Moby, Lake Bell, Anjelica Huston) and HGTV’s Emily Henderson. Each space came with its own slew of accompanying events and customized amenities.

At The Grove, Molly Sims designed the experience and hosted an Old Hollywood party in The Park including pop-up performances, lawn games and special giveaways. The lucky guest also received the award-winning concierge services of The Grove including order-in meals “in bed” from any of the property’s restaurants.

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THANK YOU

Marketing

Caruso Travel Case Study