When Far East Hospitality was ready to introduce Asia's first Vibe Hotel to Singapore's competitive hospitality scene, they turned to Mad Hat Asia to make some serious noise. Tasked with launching Vibe Hotel Singapore Orchard (VHSO), the first Vibe Hotel to open outside of Australia, Mad Hat Asia orchestrated a full-scale, integrated PR campaign that would put this boutique lifestyle hotel firmly on the radar of Singapore's most influential travel and lifestyle media.
The brief was bold: introduce a brand-new hotel experience rooted in contemporary Australian hospitality to a discerning Singapore audience hungry for fresh staycation options, and do it with the kind of energy and warmth that the Vibe brand embodies
To kick things off with a bang, Mad Hat Asia hosted a grand opening media event paired with an immersive 3D2N activity-filled staycation, giving top media and KOLs a firsthand taste of what makes VHSO a standout destination on Orchard Road. The event drew 41 media and KOL attendees, including top-tier dailies, travel and lifestyle titles such as The Business Times, Lianhe Zaobao, AUGUSTMAN Singapore, The Smart Local and Lifestyle Asia Singapore.
Guests experienced the hotel's purposefully-designed social spaces first-hand — from the buzzing Lobby Bar and all-day dining concept ROOS, to the outdoor pool with BBQ and the Penfolds Lounge wine cellar — capturing content and stories that would resonate deeply with Singapore's travel-hungry audience
The media and KOL relations strategy paid off in a big way. Coverage poured in across major digital and print platforms, with outlets praising the hotel's chic, art deco-inspired interiors, Aussie-inspired dining, and its unique "Vibe Discovery" programme offering guests hyperlocal food tours and private home dining experiences deep in Singapore's heartlands. The Smart Local highlighted VHSO as a must-try new staycay spot in Orchard, noting its chic rooms and Aussie-inspired dining offerings, exactly the kind of consumer-facing coverage that drives hotel bookings and builds long-term brand awareness.
The campaign generated 126 pieces of coverage across media titles such as The Smart Local, EdgeProp Singapore and Travel Weekly Asia, amassing an impressive S$541,000 in PR value and cementing VHSO's position as one of the most talked-about new hotel openings in Singapore.
For hospitality brands looking to make a memorable market entry, whether it's a new hotel opening, a boutique resort launch, or a lifestyle F&B concept, Mad Hat Asia's track record says it all.
From crafting compelling hotel PR strategies and managing high-impact media stays, to securing editorial coverage across Singapore's most-read travel publications and building authentic KOL relationships, we deliver results that go far beyond the press release. Ready to check in to your next big launch? Let's make it happen together here: hatters@madhat.asia.