Experiences, exclusivity and marketing

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As the phenomena of customer experiences expands I have seen examples in which the notion of an experience has been nothing more than a marketing slogan or gimmick.  That said there are are other examples such as the latest offering from Airbnba one off listing on the Great Barrier Reef.

Yes, this is marketing and drawing attention to the brand, but it is also a great example of the creation of a guest experience and focusing on the concept of exclusivity and theming. The timber, white fixtures and furnishings and seashell decorations all reinforce the coastal location.  Even down to the fishing net decoration on the beach side dining table also reinforce the coastal theme.

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The exclusivity is reinforced with dinner served on a private beach and prepared by a famous chef.

But is is not just Airbnb who is promoting their brand, it is also being used to promote the latest Disney Pixar movie ‘Finding Dory’ – which of course you are able to watch on your own private screen on the beach.

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A great example of guest experience and marketing working together.  I would also suggest that given that guests would be immersed in the experience for a defined time that the use of storyboarding may have been used in the design of the experience.

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