Hotel JEN looks to partner local brands for unique experience, starts with Beer-cation with Tiger

Tiger Beer has partnered with JEN Singapore Orchardgateway by Shangri-La to offer its first beer-cation, transforming three of its Superior City View Rooms into exclusive Tiger Crystal thematic rooms. The Tigerrific Beercation package will be available until 30 September. A spokesperson from JEN disclosed to MARKETING-INTERACTIVE that the monetary value behind the campaign ranged from SG$80,000 to SG$100,000. JEN's spokesperson also explained that the campaign will be marketed through its social channels and KOLs as Tiger Crystal emphasises digital awareness.

The room is doused in neon lights and comes with a Tiger Crystal Bar in the room and a complimentary Tiger Bucket of five Tiger Crystal bottles. Upon entering the room, a picturesque tiger mural awaits to greet guests. According to JEN, the bathroom and vanity mirrors resemble ice shards to emphasise how Tiger Crystal should be enjoyed – ice cold. 

Guests will also receive complimentary Tiger Beer merchandise, and can enjoy a free flow of Tiger Crystal draft from 5.00pm to 7.00pm daily while chilling by JEN's rooftop infinity-edged pool. Pool activities such as beer pong will also be held.  

According to JEN's spokesperson, JEN expects to max out room reservations and has bookings coming in from countries such as Malaysia, Australia and Vietnam.

The spokesperson also added that JEN wanted to partner with a relevant brand that best suits its target audience. Tiger Beer, a local beer brand, was chosen to offer not just an experience, but a locally curated one for international travelers to have.  Other than Tiger Beer, JEN has also partnered with Masterchef Singapore season two winner, Derek Cheong for a  three month long pop-up at Makan@JEN and is working with Asia’s best pastry chef, Janice Wong to offer in-room amenities for its guests. The spokesperson added,

JEN's vision is to work with local brands to offer a unique JEN experience within each country, and it plans to collaborate with more local brands in the coming months.

Allen Khoo, GM, JEN Singapore Orchardgateway by Shangri-La said: "This “Uniquely Singapore” experience is the perfect collaboration that allows us to showcase JEN’s Live New Asia hospitality alongside our home-grown local beer. With the borders opening up, international guests can also look forward to a local beer experience here at JEN Singapore Orchardgateway."

Tiger Beer has been going all out with its promotions lately. In Malaysia, it is offering personalised limited-edition Tiger bottles and handing out exclusive promotions and giveaways until the end of July. Last month, 7-Eleven and Tiger Beer unveiled their first beachfront convenience store at Palawan Beach Walk. According to 7-Eleven, the Instagrammable store can be spotted from afar with its vibrant murals and unique graffiti artwork on its facade. The store offers Tiger beer on reverse tap, exclusive Nitro Tea and icy Arctic Coke and 7-Eleven items such as Mr. Softee and 7CAFÉ. 

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