Last month, the famous Barasti Beach at Le Meridien Mina Seyahi launched House of Whatever – a disruptive concept which promises almost four months of spontaneity. Packed with ever-changing experiences and impromptu parties, Barasti wants to be the most talked-about destination in the region and it’s our job to make that happen.
“Expect the unexpected” is the House of Whatever mantra, and with a line-up of high-calibre international artists heading to Barasti, the hardest part for us as PR professionals is that our lips are sealed. That’s right, no revealing who the act will be until post-event. Ouch.
Just last week, a music artist who has sold more that 15 million records worldwide was set to perform a free one-off event at Barasti and we couldn’t talk about it. This put us in a tricky position. How is a story newsworthy to a publication if they don’t know what the story really is? How do we drive footfall to the venue without revealing the name?
When it comes to communicating the House of Whatever message and creating a hype without revealing any secrets, the strategy had to be on point and ahead of the game.
We dropped hints to media across several platforms to kick-off the guessing game and drive hype surrounding the event. What we learned is that relationships with media are key, timing is critical, the power of social media is strong and ultimately, that keeping a secret is harder than ever!
Rumours spread like wildfire and took over some of the largest social communities in the region. An unknown source leaked the artist name on Facebook just hours before he was set to take the stage, however, that didn’t matter because at midnight, none other than R&B superstar Craig David took the stage to perform to a full house at Barasti.