DISCOVERING THE MARKETING STRATEGY OF A POPULAR HIDDEN BAR IN BALI: THE MAILROOM

Abstract

This study explores the marketing strategy adopted by The Mailroom, a hidden speakeasy-style bar located in Bali. The main objective is to understand how a venue with minimal visibility like The Mailroom can successfully attract customers and create a strong sense of exclusivity. The research uses a qualitative method through in-depth interviews with a customer who discovered the bar via social media—specifically TikTok—and personal recommendations. The findings reveal that The Mailroom avoids traditional advertising and instead relies on organic content, visual storytelling, and word-of-mouth to build curiosity. Its secretive atmosphere becomes a marketing advantage, encouraging guests to feel like they’ve uncovered something special. This sense of discovery not only drives foot traffic but also deepens the emotional connection visitors have with the venue. The study highlights that in the modern hospitality landscape, experience-driven and exclusivity-based marketing strategies can effectively differentiate a brand, attract new guests, and foster customer loyalty without sacrificing authenticity.