CHALLENGE
Born from one of Thailand’s largest conglomerates, SAii Resorts is the latest addition to S Resorts and Hotels’ (a subsidiary of Singha Corporation) rapidly expanding portfolio of global hospitality properties. Beyond simply launching a first-of-its-kind hospitality experience in the Maldives, we were tasked with changing audience perceptions of the islands as a luxury-only bolthole for the wealthy and reposition it as an inclusive family-friendly — and friend-friendly — destination.
SOLUTION
From its first days through to the final phases of the first property, SAii Maldives Lagoon, we adopted a multi-disciplinary approach. This included delivering media relations, content creation and brand positioning, to bring a new and exciting brand to life and put it front-of-mind for global media and holidaymakers alike.
DELIVERY
To achieve this we leveraged off the location, the brand’s unique initiatives, especially CSR, the parent company’s reputation and the talented stakeholders and personalities involved to craft a variety of news hooks and storylines that appealed to an array of media segments. In addition to the strategic media relations plan, our content and brand division has developed SAii’s brand positioning, including its overarching brand guidelines and website copy to ensure its identity is consistent and unique.
OUTCOME
In addition to generating USD200,000 worth of earned media coverage in less than a year in global lifestyle and business publications, we conceived the look, sight and sound of SAii from scratch — providing it with a personality conceived to reflect the brand’s values and vision.
