Four Seasons Hotel Singapore is located in a 20 storey building along Orchard Boulevard. It is a five-star luxury hotel just minutes from shopping centres, family attractions and the city's bustling financial district at the Orchard Road.
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| Deluxe Room |
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| Premier Room |
Spanning 6,000 square metres, facilities include a 24-hour gymnasium, a private exercise studio, two swimming pools, two indoor air-conditioned and two outdoor tennis courts as well as five treatment rooms offering a full range of pampering services at the award-winning spa. The outdoor pool is connected to the fitness facilities and spa on the third floor. By swimming in the pool, guests can enjoy the tropical foliage from the surrounding deck or whirlpool. For more relaxation and leisure, casual swimmers can cool off in the 20th-floor family pool, and enjoy panoramic views of the skyline. For the businessmen and women, there are 24-hour business services available daily, with audiovisual equipment, secretarial service, translation and interpretation service and wired or wireless internet access.
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| Jiang-Nan Chun |
From traditional Cantonese fare to all-time favourite steaks, Four Seasons Hotel Singapore blends the familiar and extraordinary at our restaurants and lounges in Singapore. The restaurant One-Ninety prepares local and international favourites by renown chef and sous chef. For an authentic chinese meal, Jiang-Nan Chun presents classic cantonese fare in a luxurious setting. Jiang-Nan Chun is inspired by the ancient chinese background from its menu to art deco and furnishings. Enjoy Afternoon Tea indulgence at The Bar and Alfresco with a selection of delights, paired with champagne. Savour menu items such as freshly baked scones with clotted cream and preserves, delicate finger sandwiches and a variety of exquisite pastries. For those wanting to rest in the comfort of their own guest rooms, they can opt for in-room dining with menu featured items from the hotel's restaurants.
Four Seasons Hotel Singapore has an offer column where there are discounts and special room rates for certain rooms that are unreserved closer to the date. They also have various packages for business, couples and even bed and breakfast offers to attract guests to quickly book them before it runs out.
(a) Event Marketing Strategy
Strategic event marketing is the process by which an event organisation aligns business and marketing objectives and the environments in which they occur, with marketinf activities that fulfill the needs of events customers.
Event marketing is used by corporations to describe marketing through sponsorship or production of events. It is a non-traditional method, such as educational outreach and messaging. Activations focus on tactics that engage the public in new technologies and resources then measure consumer behavior and business results. For this strategy, I'll use the example of Four Seasons Hotel Singapore.
Four Seasons Hotel Singapore has adopted the event marketing strategy by production of events. In this modern society, they have made use of integrated marketing communications (IMC) as a promotional tool to respond to our technologically-savvy market educating them about their upcoming events. This includes the top few most commonly used social networking sites such as Facebook and Twitter. In these sites, they post up-to-date events that are coming up to allow people to gain awareness of the event. In this way, it shows how the internet is a major role in information distribution and purchase facilitation.
Recently, they are working with "Run For Hope" in organising a charity event to help cancer patients that will be occuring in 18 November, 2012. In the post, they updated a link for people to sign up for the online registration for the event.
From my research, I have found out that Four Seasons Hotel Singapore are actively involved in the "Run For Hope" event (previously known as Terry Fox Run) to support cancer research annually since 1993. It began with only 300 participants but as years go by, the event has grown into a local/community event with close to 6,500 participants. Through this initiative, they have helped to raised almost 2.5 million USD for the cause.
In another instance, I have read a book "Put your dream to the test" by John C. Maxwell where I have come across a story about Terry Fox. It started out with this young man who was a Canadian Humanitarian, athlete, and cancer research activist who was determined to run marathons to raise funds for cancer patients. Little to his expectation that in the next following years to come, he was down with cancer. When he had recovered from the cancer, he continued to run for the marathons even though he was having a prosthetic leg on one side of his body. In the book, it mentioned how he would be covered in blisters from running long distance with the prosthetic leg. Later on, the cancer in Terry Fox spread to the other parts of his body and he passed on 9 months later. This story really touched me as I realised how the efforts of this man has caused many people all over the world to gain awareness of this cancer research event.
Four Seasons Hotel must have been impacted by his story as well, as they are committed to help local and foreign campaigns to eradicate cancer. More than just the "Run For Hope" in Singapore, they are also occuring in different parts of the world such as Macau, London, Washington and others. The "Run For Hope" may be a charitable organisation event, but Four Seasons continued in partnership with them even though it is a non-profit organisation. This to me is really commendable and I believe that it is through the steps like these that the hotel is able to win the hearts of people. In the long run, they will begin to prosper as business associations would like to work with them knowing the genuineness which they have.
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