Naumi Hotel Success Story: Scent Marketing and Sonic Branding with Curated Music
Singapore’s First Luxury Boutique Hotel
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Integrated Sensory Experience Throughout the Guest Journey
Naumi Hotel in Singapore uses each of Equal Strategy’s auditory and olfactory services to provide a fully integrated brand experience – from browsing the hotel’s website, calling the hotel, and being a guest.
This includes Enhancer to offer music and messaging to those calling the hotel, specially selected music in the hotel’s lounge and bar, guest room corridors and poolside, and fragrancing in the lounge and bar.
Learn More“‘Simon simply asked all the right questions. Equal Strategy was genuinely interested in Naumi’s success.”
Surya Jhunjhnuwala – Owner, Naumi Hotel
Turning The Owners’ Vision Into Reality
Surya Jhunjhnuwala, the hotel’s owner, had a clear vision for the hotel and worked closely with Simon Faure-Field at Equal Strategy to make that vision a reality.
‘Simon simply asked all the right questions’, explains Surya. Equal Strategy was able to understand Surya’s needs precisely, bringing together music, fragrancing and telephone messaging. ‘Equal Strategy was genuinely interested in Naumi’s success’, says Surya.
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The Naumi Brand
The Naumi brand is positioned as a blend of East and West expressed in a contemporary way. Personal luxury is the focus, supported by a uniquely welcoming experience where attention to detail is everything. Equal Strategy even ensured that the music on the Naumi website is the same as that being played in the hotel. ‘Everything we do for clients has a purpose. We take time to ensure that it’s all well thought out and works’, says Simon.
Learn MoreScent Branding Elevates Guest Experience
Guests can relate to the fragrance used in the hotel, and frequently comment on its refreshing aroma.
Equal Strategy recommended a citrus-based bergamot fine-fragrance with a ginger bottom note to add an Asian dimension. The freshness of the concept complements the clean design and minimal theme of the lobby and lounge. Three aroma concepts were tested before Naumi’s final signature scent was selected.
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Sonic Branding – Consistency Across Web, Telephone, and at Property
The background music selected for the hotel expresses Naumi’s contemporary soul. In the restaurant and bar, music styles are matched and programmed to suit the time of day, and day of week. Guests enjoying breakfast are greeted by uplifting, contemporary tones, while those enjoying a drink in the evening are serenaded by lounge music with a vibrant Naumi twist.
One of the unique aspects of Equal Strategy’s service is that different music is played in the restaurant and bar than in the guest room corridors. The latter is quieter and beatless to create an audio blanket for the guest floor corridor so the space feels alive, and creates privacy for guests.
Learn MoreThe Devil Is In The Detail
In keeping with the integrated Naumi experience, those calling the hotel who are placed on-hold enjoy music which is in keeping with the brand. The messages interlaced with the music offer a consistent tone and style and also reflect the brand. Maybe the biggest testament to the successful execution of Surya’s Naumi vision is the number of imitators that have sprung up. It’s clear that Equal Strategy has played an important role in creating a unique and memorable guest experience at Naumi.
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Read about how Equal Strategy scented Mondrian Singapore Duxton, elevated the global icon Changi Airport Jewel with intelligent multi zoned music strategy, scented Johnnie Walker House at Changi Airport, UOB Privilege Banking at MBS Shoppes, the world’s first New Balance experience store in Beijing, Esplanade – Theatres on the Bay, Singapore’s first luxury boutique hotel – Naumi, the living breathing rainforest experience at Equarius Hotel, how we scented 25,000 cubic meters within 20 seconds for a pavilion at Shanghai Expo in 2010, and Asia’s first scented drive-through exhibition, Moo Moo Park.
