The Protea Hotel Fire and Ice Just Got Hotter

Protea Hotel Fire & Ice! Melrose Arch and Cape Town

Jut Got Hotter with a Reality Experience

No matter if guests choose ‘naughty or nice’, the fantastic Protea Hotel Fire & Ice! Cape Town and Protea Hotel Fire & Ice! Melrose Arch experience takes technology and temptation to a whole new level.  Guests stand to win a range of prizes using a mobile device and ‘Naughty’ or ‘Nice’ coasters that are to be found in the hotel’s bar, restaurant and lounge areas.

Protea Hotel Fire and Ice! Cape Town, South Africa

Protea Hotel Fire and Ice! Cape Town, South Africa

The system is very simple to use for guests: just download the free app at, then point your device camera at a ‘Naughty’ or ‘Nice’ coaster and the reality experience begins.

Guests will see 3D angels and devils trying to tempt them with the things they like best, and they also have the opportunity to spin the virtual prize wheel for a range of hot prizes which range from free milkshakes and coffee to free nights at both the hotels in Cape Town and Johannesburg. Protea Hotels Group Marketing Manager, Mr Nicholas Barenblatt, said that the Protea Hotel Fire & Ice! brand is ideal to launch this South Africa hospitality first.

“The hotels are so quirky and exciting that an augmented reality experience was the next logical step. Protea Hotel Fire & Ice! is already an experimental space and we’ll continue to push those boundaries through service standards, product offering and design.”

Bar at the Protea Hotel Fire and Ice! Cape Town, South Africa

Bar at the Protea Hotel Fire and Ice! Cape Town, South Africa

“It’s the unexpected that people have grown to love about Protea Hotel Fire & Ice! – that edge that no other hotels in South Africa have.  “We had a lot of fun putting together the Naughty or Nice story, so I know how much fun people are going to have using it.”

Barenblatt says the augmented reality works to involve in house guests more deeply in many of the experiences they take for granted. “By leveraging a tool that most people carry with them every day: a smart phone or tablet, this campaign adds real value to a guest’s stay in a simple, intuitive way.  “The technology isn’t an end in itself; rather, it’s a way of allowing the brand to express itself through a medium that it is perfectly suited for,” says Barenblatt.

South African Tourism Company

Tel:    +27 (0)21 794 9050

Mobile: +27 (0)827 823 142

Fax:    +27 (0)21 794 9995




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