“Four-night stay at the Huvafen Fushi luxury resort in the Indian Ocean from Premier Tours, featuring an underwater spa in the Maldives (for those tough weeks when a terrestrial spa just won’t do).”
Estimated retail value: $16,000. PS. It’s not even the most expensive item in the bag!
It all sounds very extravagant, but actually the windfall is probably more in the hands of the giver than the getter. If you think ‘too good to be true’ promotions are just the domain of low end punters, think again. This stunt is actually a no-brainer for Huvafenfushi/Premier.
In all likelihood, if the nominee does decide to take advantage of their coupon, chances are that Premier Tours will get plenty of money out of them. If you are an award winning Hollywood actor, are you really going to go all the way to the Maldives for just 4 days (the number that has been given away). You are probably going to be one of those fortnight guests which means Premier sells 10 paid days. Sort of like those offers of ‘free one night stay (with purchase of three qualifying nights)’. And for Premier Tours, high-end celebrity clientele don’t grow on trees and probably don’t respond to fliers shoved through the letterbox. But coupons shoved in an Oscar goodie-bag is another matter. Winning a celebrity customer to your business is worth its weight in gold statues.
So Huvafen and Premier probably makes a good a tidy chunk of change from its Oscar ‘give away’. But that’s just the beginning. In the meantime, Huvafen and Premier are getting reams of free publicity. Valuable publicity. Not cheap little banners on a backwater web pages, but stories in premiere publications speaking of their product in exotic, aspirational, and exclusive tones. And little dinky pieces like this one here.