It’s not every day I find a client in as exciting a list as Therese Owen’s annual Best & Worst. So, imagine my surprise when I found our client, Winchester Mansions, listed amongst the journo’s best of the year for “most imaginative launch”. Even more surprising was that the launch mentioned took place in late November. Talk about saving the best for last.
But the story didn’t exactly start there.
It was almost three years ago (long before my time at the agency) that Chatroom began its journey with the hotel. Although amongst Cape Town’s iconic seafront hotels, Winchester Mansions had struggled to shake off a long standing reputation that it catered mainly for an older, international crowd, its Cape Dutch architecture often leaving guests and media alike, feeling that the space was imperial – a far cry from the classic elegance it is now known for.
Chatroom, together with Winchester Mansions Managing Director, Nils Heckscher, took a chance that would move the hotel firmly into the 21st century; feeling and (certainly) looking better than ever before. A series of brand development workshops resulted in a Brand Identity revamp throughout all applications. And a two-year long redesign project headed by architects LSDA, and guided by the MD’s vision, transformed Winchester Mansions into a setting that perfectly combines classic elegance with a more contemporary feel.
Bringing the hotel to life
Fully understanding the power of integration, we sought to go beyond the usual press release announcing the changes to the establishment. We wanted to take guests on a journey through the revamped spaces that would leave them excited to see more. We enlisted the talent of Global Shack, a small industrial theatre group run by Junaid Booysen of Kat and The Kings fame, and together we created tours of the hotel the media would not soon forget.
Each newly refreshed space was turned into a scene from an iconic film, musical, opera or era. From Pretty Woman and Grease to a brief trip to the 1960s to hang out with a few guys who resembled the Rat Pack, each scene was more surprising (and comedic) than the last. Experts in the art of improv, the drama ensemble changed-up certain scenes to include the various members of the media, which made for some funny twists. The tours wouldn’t have been complete though, without a charming tour guide who knew all there was to know about the hotel. It was only fitting then when the role was given to Nils Heckscher, who dazzled with hotel history stories, renovation anecdotes and upcoming plans for the hotel. To top it all off, guests were treated to some of Executive Chef, Jochen Riedel’s favourites from the hotel’s summer menu.
Attendance by journos with a good sense of humour from publications like Marie Claire, House & Garden and One Small Seed ensured that the launch was a thoroughly enjoyable experience. “It was by far the most entertaining and hospitable event we've attended” said Urban Edge’s Nick Kruger, while Ellen Raubenheimer at Get It called it “unusual and lots of fun”. The success of the launch was much more than we could have imagined, so thanks Therese Owen.
