Hiddn
Brief
To shape and launch Hiddn as a new luxury off-grid wilderness and wellness retreat in Addo, South Africa, building the brand from development stage through to launch and beyond
Strategy
Supported the development of assets across the board, including brand guidelines, brochure, website copy, launch messaging and social media direction as well as all press collateral
Jori White travelled to South Africa during the build stage to review the property, advise on design improvements and sharpen the hotel's positioning
Created a pre-launch gifting campaign, sending hampers with South African merchandise to over 100 key international media contacts and influencers, and capturing unboxing collateral for social media
Managed all aspects of FAM visits with leading international media and influencers
Developed partnership with the airline, Airlink, to secure complimentary transfers within South Africa
Used calendar moments, including Global Wellness Day, as springboards for coverage
Secured coverage in major titles including Forbes, The Daily Telegraph, Condé Nast Traveller, Globetrender, Schön! Magazine, The Standard and The Luxury Channel. Influencer content included @kelseyinlondon (746k followers) and @uniquehotels (1.8m followers)
Results
Secured over 200 pieces of coverage and social media activity with a combined audience of nearly 140 million
Positioned Hiddn as a distinctive new name in luxury South African hospitality
