Dr Mumbo

Launching a new Bali hotel ad campaign during a volcano threat – bold or brainless?

A week-on since the news erupted all over social media and the tabloid press, Dr Mumbo was starting to feel a bit fatigued by the unrelenting coverage of Bali’s volatile Mount Agung volcano.

Nevertheless, now that Bali’s governor has declared a state-of-emergency due to the eruption threat, Dr M is quite certain he won’t be taking a holiday there any time soon.

Yet despite the panic, some people must still be booking trips. Why else would you launch an ad campaign for a new Bali hotel, right?

In fact, a new campaign promoting the opening of InterContinental-owned Hotel Indigo was released on Facebook on September 22. – the very same day the Indonesian authorities raised the alert level to its highest, causing more than 11,000 villagers in the vicinity to leave their homes.

But forget that. As you’ll see from the video, holidaymakers at Hotel Indigo can enjoy surf school, a raw vegan restaurant, a barber and even a yoga school. At least if you get stranded and all flights out of Bali are cancelled, there will be lots to do.

That said, one week on and with 120,000 people fleeing for the lives, Dr Mumbo wonders whether Hotel Indigo and the creative agency involved, iris Singapore may have mistimed things a little.

Lara Hernandez, Hotel Indigo chief commercial officer for Asia, doesn’t see it that way though. She says: “[The campaign] is a great platform that allows us the opportunity to contribute positively to the community, by supporting and giving back to our neighbours.”

Will Hernandez be offering the fleeing villagers rooms at Hotel Indigo, Dr Mumbo wonders. He’s sure they could probably do with some raw vegan cuisine and yoga therapy at this point in time.


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