Putting 2 hotels at the heart of a national moment.
More than a sponsorship
For the 2024 Haka World Record in New Zealand, Abstract Hotel and SOHO Hotel partnered with the event to support a significant cultural moment. The opportunity was to create meaningful brand participation while connecting both hotels with culture, community and destination.
Turning partnership into participation
Developed the marketing activation across giveaways, collaborations, promotional offers and media strategy — creating opportunities for audiences to engage with the hotels while supporting the wider event. The focus was on building genuine cultural relevance rather than simply placing the brands alongside the event. Partnership Strategy · Cultural Marketing · Brand Activation · Giveaways · Media · Content · Audience Engagement
Showing up for something bigger
The collaboration positioned Abstract and SOHO as active supporters of a significant New Zealand cultural moment, generating brand visibility and audience engagement while strengthening their connection to place, culture and community.
