Strategic Market Transition & Growth Activation
The Project
itchi Digital partnered with Cross Hotels & Resorts for over two years, supporting their Bali properties during a critical period of market transition. With international travel halted during the pandemic, the brand needed to rapidly pivot toward the domestic Indonesian market while also managing new hotel developments and leadership updates across Bali and Lombok.
We implemented a fully integrated strategy combining performance-driven paid advertising, influencer partnerships, strategic public relations and full PR event production. Paid media campaigns were structured around highly targeted domestic traveller segments with conversion-focused creative designed to drive direct bookings. In parallel, we executed influencer engagement programs to build social proof among key audiences, while managing press outreach, media coverage and the production of PR events surrounding new management announcements and property developments.
The Results
Through this sustained, multi-channel approach, Cross Hotels & Resorts achieved a consistent 30% month-on-month increase in bookings, significantly strengthening domestic revenue streams during a challenging industry period.
The campaign successfully repositioned the properties toward the Indonesian market, reinforced brand visibility across Bali and Lombok, and established a more resilient and diversified commercial presence for the group.
