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How we got KIARA to start working with the Landmark in Hong Kong (CBD)
Kiara successfully demonstrated the value that CBD can have for hospitality guests and professionals alike.
Project Overview
There is a large stigma around CBD: This is especially prevalent in Asian countries, where the usage of medicinal hemp remains frowned upon. Learn how we got KIARA to start working with The Landmark, one of Hong Kong's most luxurious properties.
Potential
CBD's popularity within the US hospitality industry grows every day, but Asian hotels are yet to perceive its financial and emotional value.
Goals
KIARA wants to be known as the go-to CBD brand for hotels. For that, it must elevate its brand positioning within Hong Kong hotels and the hospitality industry, worldwide.
Challenges
CBD is often associated with Cannabis, which causes misinformed people and hospitality properties to shy away from implementing it; People don't understand what CBD is, its healing properties, and its natural health benefits; Hotels don't know how to implement CBD into their activities; Many sketchy brands give CBD a bad reputation (spammers, low quality, scams).
Project Execution
To create a marketing engine for CBD education to eliminate barriers of distrust. For that, the idea is to take a transparent approach, cultivating a culture of knowledge around CBD to broaden KIARA'S appeal. The goal is to present KIARA to hotels as high-quality, excellent service, and as a trusted brand, made by hospitality experts.
To surpass entry barriers, the objective is to connect with key decision-makers by using storytelling strategies (emphasis on brand ethics) to emotionally connect with CBD benefits to both the hotels and their guests. To bring a human-centric presentation approach, backed by dynamic and appealing digital assets. This way, KIARA will have an easy-to-share, informative, and human way of bringing CBD information and giving KIARA exposure, in an engaging, yet valuable, manner.
Project results
In less than three months since hiring HONEYBEE, KIARA effectively started working with The Landmark in Hong Kong, being present in SPAs.
