CASE STUDIES

OPEN ALMS

Laid back ‘giving back: Tennis superstar Rafael Nadal was in Thailand for a tournament. A well-placed whisper in the right ears, an idea for a photo opportunity … the rest is history.

Challenge:

The launch of the world’s first resort by the InterContinental brand, one of the world’s largest hotel groups; was a feather in the cap of its influential owner, who had high expectations of the coverage the hotel’s launch period would create. At this level, leveraging celebrity cachet can be the shortcut to instant and pervasive brand awareness.

Big Idea:

The resort’s owner, a big name in Thailand tennis circles, had been in touch with Nadal’s people and the tennis titan was amenable to the idea of a few days’ break in serene Hua Hin for his entourage in exchange for some big-ups and shout-outs. When his stay was confirmed, the only thing required was a photo opportunity idea that would cut through.

Delivery:

DAC delivered 43 top global and local journalists to  the resort’s launch event in Hua Hin, a glittering evening featuring Paul Anka as star turn. Elite travel and society press from Thailand and around the world generated more than USD850,000 in international coverage alone, and coverage in all key target markets (Thailand, UK, Germany, Scandinavia, Hong Kong, Singapore, Russia, China and Australia)

 

was secured. The glamour and buzz also rubbed off nicely on the destination, Hua Hin, which generally receives far less media attention that higher profile beach resort cousins like Phuket and Koh Samui.

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