CASE STUDIES

SPORTS ILLUMINATED

Thanyapura Sports Hotel launch brings ‘big picture’ into focus for media

Background:

Based on a unique three-dimensional coaching model for the mind, body and soul, Thanyapura was created with the single aim of helping others optimise their potential and live a more fulfilling life: through education, through mind management, through health and through sport.  Thanyapura presents a unique and inspiring destination for individuals and groups, from amateur sports enthusiasts and those looking for a more balanced approach to the management of body and mind, to corporate groups looking for motivating offsite retreats and locals seeking a more active and healthy lifestyle.

Thanyapura offers some of the world’s top coaches and cutting edge programmes in their respective fields: from triathlon to mind training and education to preventive medicine. Thanyapura’s 23 hectare site comprises four centres: Thanyapura Sports and Leisure Club (TSLC), Thanyapura Mind Centre (TMC), Thanyapura Integrative Health Centre (TIHC) and Phuket International Academy Day School (PIADS). It also encompasses the 77-room Thanyapura Sports Hotel and the 38-room Thanyapura Retreat Hotel.

Challenge:

Thanyapura was in danger of sinking under its own ambition. The vast scope, investment and multi-faceted approach to optimum performance and well-being for people of all ages and abilities made this unique project’s story a hard one to tell, or indeed sell, to the Press.

Solution:

With a 77-room hotel ready to welcome guests at the end of 2012, DAC’s idea to position it as ‘Asia’s first Sports Hotel’ resonated well with Thanyapura’s brains trust and target market. Thanyapura Sports Hotel was born, and its modern, colourful yet no frills rooms for athletes, with special touches like bike racks on the wall inside the room, somehow seemed to gather together the various strands of the Thanyapura experience and it all made sense.

Delivery:

As is often the case, press fam trips have been the backbone of the great coverage Thanyapura has received since the Sports Hotel opened late last year. Several press trips have been conducted, in small groups or solo, for hand-picked and carefully wooed writers, some focused on sport and elite performance, others on health, wellness and anti-ageing. But the common thread is a stay at the Thanyapura Sports Hotel and is has become the centrepoint and heartbeat of the entire enterprise. From a six-page spread in Men’s Health (Singapore) to long reads in the likes of The Australian and China Daily, coverage has been comprehensive, colourful and world class … much like Thanyapura itself.

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