CASE STUDIES

RED ALERT

Fame that Tune: When blanket coverage on a big deal was required in short order by Red Planet Hotels, DAC’s experience, credibility and connections won the day

Challenge:

Red Planet Hotels, the investment and development company holding the exclusive Tune Hotels franchise for Thailand, Indonesia, the Philippines and China, acquired a large stake in Tune Hotels. This was a big deal, literally, and huge coverage was required – immediately.

It was imperative to boost the credentials of Red Planet in the investment community, while informing that same community of Red Planet’s long-haul commitment and sustained expansion of the Tune Hotels brand, and to deliver on the Tune Hotels’ promise: ‘A five star sleeping experience at a one star price’.

Big Idea:

It didn’t take a top-level brainstorm session to determine the course of action. It was clear what the task required: Circling the wagons, battening down the hatches, pulling out the little black books, banging out emails and working the phones. At times like this, the almost 50 years at the media coalface in Asia of DAC’s two principles pays dividends. It helps to know personally, and to have worked with, the journalists you are trying to pin down.

Results: 

Over THB 20 million of coverage was achieved within a little over two weeks. Coverage achieved in the key business press exceeded expectations, with Red Planet featuring on CNBC in a prime morning interview slot, plus coverage in key titles including the Financial Times, Finance Asia, South China Morning Post, Bangkok Post, Jakarta Post, Philippine Inquirer, Business Traveller Asia Pacific, TTG Asia, Travel Trade Report, Travel Daily Asia, and Travel Weekly AsiaClient.

DAC also was instrumental in securing for Red Planet Hotels CEO Tim Hansing a keynote speaking position at HICAP, Asia’s most important and biggest annual hotel investment conference, held in Hong Kong.

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