Explore and Feel It

Inspection activity which also can known as media tour, seems as a regular tool that had been used in Eastern & Oriental Hotel. According to Ms Eileen Chong, Public Relations Manager, that the inspection activity can be use whenever there is a new launch package, suites, meals and so on. For example, Eastern and Oriental Hotel had applied this strategy when they first introduce the new wings, Victory Annexe in March 2013. As the concept they sold and the interior design is different with the Heritage Wing; the building of the Heritage Wing was build in 1885, the concept for that building is more towards classical while the Victory Annexe will give a modern feeling. Media tour will gave the media a clearer picture on shaping the story.

Victory Annexe – New Wings, launched in March 2013

Heritage Wing build in 1885

It provides an opportunity for the media to actually experience the environment of the hotel and the service they provide. Ms Eileen Chong also mentioned that it will help the media in shaping a greater idea on the angle to create attention among the public; which this is good for the hotel as it will help in gaining publicity and in the same time promote the hotel. Even though the media had already experienced the service in the previous time, the next inspection activity will always bring surprise for them as each of the inspection tour will introduce from a different perspective.

Furthermore, it is also a useful technique to let the new press or foreign media outlets know about the hotel and the services. As the new media are new and not familiar with the hotel, the tour which provides include story telling regards the history and information of the hotel will help them quickly adopt to the atmosphere of the hotel. During the session, it is suggested to give a media kit to each of the media, as it will gave them a brief idea on the background of the hotel, the latest event and the service they provide. Media tour give the opportunities for the media to ask question about anything that is relevant about the hotel; which it is challenging for the hotel as the staffs have to be very knowledgeable about the hotel. That’s why the staffs of Eastern and Oriental hotel are required to attend an orientation session before they go practical and it should be very careful in choosing the tour guide; as the information provided will be useful for the media in writing the feature stories. Thus, make it interesting and knowledgeable in the same time is one of the condition in inspection activity. 

Soah Hui Sing

15414748

Miri Campus