Shaping Conrad Bali’s 20th Anniversary into a Purposeful Story

Campaign Overview

In 2024, Conrad Bali, one of the island’s most established luxury beachfront resorts, celebrated its 20th anniversary. SCOP3 Group was engaged to design and implement a PR campaign that not only marked the milestone but also reaffirmed the resort’s positioning within Bali’s highly competitive luxury hospitality landscape. Under the theme “20 Inspiring and Purposeful Moments”, the campaign highlighted Conrad Bali’s legacy of heartfelt service while showcasing its leadership in gastronomy, wellness, culture, and sustainability. The strategy integrated national, lifestyle, and Bali-based media engagement with Hilton’s regional communications teams, ensuring consistency of narrative across both local and international platforms.

Objective

The campaign’s objective was to celebrate Conrad Bali’s two decades of excellence while simultaneously reaffirming its reputation as a purposeful luxury resort.. Beyond simply acknowledging an anniversary, the goal was to create a meaningful narrative that emphasized the property’s distinctive strengths in gastronomy, holistic wellness, cultural immersion, and sustainability-led experiences. Through the curated series of “20 Inspiring and Purposeful Moments,” the campaign aimed to demonstrate not only Conrad Bali’s heritage of refined hospitality but also its commitment to ongoing relevance and leadership in purposeful travel.

Conclusion & Results

The campaign successfully elevated Conrad Bali’s 20th anniversary into a milestone of strategic brand visibility.

90+ media coverages across national, lifestyle, regional, and Bali-based outlets
IDR 5.3B PR value, exceeding expectations with consistently positive sentiment
Anniversary positioned as both a celebration of legacy and a reaffirmation of Conrad Bali’s purposeful identity