5 years because start, Sydney-primarily based lodge corporation Skye Suites is punching above its body weight as a way of living location in a extremely aggressive market dominated by main world-wide players.
Inspite of acquiring just three Sydney homes to date, the hotel model is recognisable at a nationwide and international stage many thanks in no compact section to the fact Tv partnerships that have propelled the brand to a technology of younger people.
For the previous a few years, Skye Suites Sydney has served as the host resort for the massively common Australian reality Television display Married at 1st Sight (MAFS), which provides in an regular of 1.9 million viewers for every episode.
Its Inexperienced Sq. home also not too long ago performed host for two seasons of Attractiveness and the Geek, a problem-based mostly truth display, offered by Sophie Monk.
Talking completely to HM, Skye Suites Place Director of Product sales and Internet marketing, Ari Foo, explained this medium has provided the modest, domestic organization a important leg up in phrases of branding.
“From a advertising and marketing perspective, we are competing against greater chain accommodations with considerably even larger manufacturer existence and marketing and advertising budgets,” he explained.
“These partnerships drive brand recognition and put us entrance of head for men and women wanting at accommodation possibilities in Sydney.”
Fact Tv has demonstrated to be a powerful model-creating resource for Skye Suites, not only for the reason that it showcases its structures and rooms, but simply because audiences have refined reminders of the manufacturer name and brand, which is demonstrated on monitor 2-4 periods for each episode.
“It’s about having the brand name in front of individuals but not in a forceful way,” Foo discussed.
“We can do social media marketing, and advertise in journals, but there is really several mediums the place you’re going to get 1.9 million men and women observing.”
The life-style guest
With 15 seasons below its belt, Married at 1st Sight is undoubtedly a brand powerhouse in its own correct, recognisable specifically between – but not constrained to – a Millennial and Gen Z audience.
“When I see our travel industry companions, customers and satisfy folks in basic, the initially point they say to me when I mention Skye Suites is ‘the MAFS resort,’” Foo informed HM.
“That alone displays the huge effect the clearly show has experienced on our brand name recognition.”
Skye Suites Head of Lodges Australasia, David Bowen, claimed that this certain actuality Tv partnership has pushed a good deal of demand in the CBD hotel and aligns with the company’s tactic to develop into a recognisable life-style brand name.
“Skye Suites is actually focused as a way of living manufacturer – these displays place you into that place,” he instructed HM.
“Our total tactic is to develop a life-style model that appeals to youthful, up-and-coming [consumers] but also appeals to more mature friends – MAFS reaches a extensive viewers.”
Added benefits of boutique
The brand’s boutique featuring and aim on architecture make it an attractive vacation spot for Tv set and film producers, in accordance to the executives.
The Kent Avenue, Sydney property’s exterior of brick, steel and glass arches serves as an sufficiently extraordinary backdrop for the theatrics that unfold inside of on Married at First Sight, although the Eco-friendly Sq. constructing delivers exceptional filming alternatives.
All through the Season 2 finale of Natural beauty and the Geek, contestants abseiled various hundred feet down the building, landing into the hotel pool down below – an exercise that showcased the property’s special style and design and strengthened the association among the wider Infinity by Crown setting up and Skye Suites Inexperienced Sq..
Staying a smaller boutique brand is a different advantage for the small business when it arrives to successful Television partnerships, Foo explains.
“There’s an charm for manufacturing providers mainly because we can contain [filming] quite simply,” he said.
“We are inclined to isolate filming to a ground or two as they typically want to run as a shut set to some diploma. Simply because of our boutique measurement, we have the capacity to deliver anything that they cannot essentially get in bigger homes. It is an component of privateness, a bit much more security.”
Skye Suites’ Environmentally friendly Square property’s proximity to Fox Studios also helps make it an appealing vacation spot for creation teams.
During the pandemic, when lots of big intercontinental productions relocated to Australia, Skye Suites Inexperienced Sq. hosted crew users doing work on significant productions including one particular of the hugely well-liked Marvel flicks.
Obtaining opened the resort in April 2020, appropriate at the onset of COVID, Foo said the team was laser focused on tapping into this chance to offset losses when journey came to a grinding halt.
“When we opened Environmentally friendly Square, we purposely scouted the entertainment market place simply because we observed that Fox Studios and Carriageworks have been both equally shut by – there is a lot of motion picture output in that area,” he reported.
Bowen admits, having said that, that welcoming a fact Television set cast and crew into a hotel for an prolonged period of time of time does current some challenges, pointing to the enormous work that goes into set up and pack down.
“It is a substantial load on the lodge,” he claimed.
“Interiors are brought in to make it additional homely – the beds the home furniture etc. is all purchased externally – so we near those doors for a pair of months to set them up, and then when they leave, they are shut for a couple of weeks to break it all down and convey it back to scope.”