Conrad Tokyo was trying to increase new customers, but most of the target thought that Conrad Tokyo was just too exclusive to visit. We were challenged with eradicating peoples' preconception against Conrad Tokyo by formulating a unique idea “to steal the eyes”.Human beings depend primarily on sight, so we devised a special event called “Dining in the Dark”, where guests ate their meals whilst wearing eye masks, at the banquet of Conrad Tokyo.The event created a huge media buzz, and succeeded in increasing the amount of new customers.

We organized a Christmas dinner event at Conrad Tokyo named “Dining in the Dark” on 23rd December 2008. About 100 guests were asked to wear eye masks during the dinner at the main banquet, the hotel’s signature dining hall. Here, they were required to touch, smell, grab, and taste…They were fascinated by the unknown world.

The Dining in the Dark caused extensive media buzz. As a result, Conrad Tokyo succeeded in capturing new customers with an outstanding promotional event “Dining in the Dark”. - 60% of customers of the Dining in the Dark were new customers of Conrad Tokyo.- Customers’ satisfaction rating of Dining in the Dark: 97%- Rise of Customers’ of Conrad Tokyo image :81%- Promotional Cost $ 0 + extra income of tickets, each of cost $190