The Park Lane HK and Sweaty Betty team up to empower women

The Park Lane Hong Kong, a Pullman Hotel, has partnered with women’s activewear brand Sweaty Betty to launch a wellness series, celebrating women's empowerment and wellness this International Women’s Day (IWD).

A spokesperson from The Park Lane Hong Kong told MARKETING-INTERACTIVE that while wellness and women empowerment are part of its 50th-anniversary wellness series, the event aims to uplift women through an enlightening yoga experience and nourishing dining.

Also known as “EmpowerHER”, the wellness event will take place on 17 March 2023 atop the hotel's 28th floor rooftop garden. Ankie Belkie, a Hong Kong celebrity yoga instructor will lead a Vinyasa Flow class to help participants stretch, strengthen, and relieve stress through linked postures and conscious breathing.

After that, an early lunch featuring fresh Poke bowls buffet-style with ingredients sustainably sourced from the hotel's rooftop garden will be served, allowing guests to refuel with nutritious whole foods through a farm-to-table concept.

In terms of the reason for the partnership, the spokesperson said The Park Lane Hong Kong and Sweaty Betty share the belief that women are destined for success and capable of extraordinary feats. “Sweaty Betty's commitment to empowering women aligns with our ethos; together, we understand that our strength is amplified within a supportive community,” the spokesperson said.

"As we mark The Park Lane's 50th anniversary, our focus is on giving back to the community that has been a part of our journey for half a century. We stand with Sweaty Betty in supporting this vision, as we work to inspire a world where women's inclusion is celebrated and encouraged. Together, we're forging a better, more inclusive future." the spokesperson added.

The Park Lane Hong Kong believes in the empowering effects of yoga and its ability to foster solidarity among women, which aligns with the theme of the 2024 IWD. Furthermore, the hotel's farm-to-table approach aims to allow guests to enjoy nutritious meals that fuel both the body and mind.

The campaign is promoted through digital ads, its official website, social media and online publications, to reach a wider audience that encompasses women from all walks of life. Additionally, The Park Lane Hong Kong is tapping into influencer marketing, inviting local women influencers to participate in the event so that they can share this event with their followers, driving attention through their influence and credibility.

Luc Bollen, general manager, The Park Lane Hong Kong, a Pullman Hotel, said: “The Park Lane Hong Kong is dedicated to the wellness of our guests and giving back to our community. We are kicking off Park Lane’s 50th-anniversary wellness event with a collaboration with Sweaty Betty, reminding our guests of the importance of self-care and mental and physical wellness. Women are an integral part of our community, to empower women is to empower our community.”

Don't miss: The Park Lane HK joins Marriott's Autograph Collection brand

On the other hand, The Park Lane Hong Kong will soon depart from the Pullman Hotel collection and join Marriott's Autograph Collection brand in 2025. Autograph Collection is an American group of independent upper-upscale to luxury hotels within the Marriott International portfolio. The Autograph Collection currently consists of more than 300 independent properties across 50 countries and regions, with recent addition of two Dubai hotels

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