Whisky Carnival at Zhengzhou Crossing Hotel | GreatCase100

The Whisky Carnival at Zhengzhou Crossing Hotel aimed to promote the brand and attract customers through a social marketing strategy. The hotel leveraged its bistro, which transforms into a whisky bar at night, to create a sensory experience for guests. By joining forces with exhibitors and inviting industry experts, the hotel provided an immersive whisky experience through classes and set packages. While the event generated revenue from exhibitor booths and ticket sales, the economic benefits were limited due to a new brand with insufficient preparation time. Challenges included gaining attention and ensuring professional personnel for the whisky bar operation. Overall, the event served to expose the brand and create awareness.

  • - The accompanying PDF file includes background information, marketing strategy, outcomes and implications of the case study.
  • -This video is made by Dr. Pearl Lin's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Yily Wang, who provided information and insights for this video.
  • - The video also hosted in Youku https://v.youku.com/v_show/id_XNTk5OTQ3Mzk0OA==.html