CHALLENGE
Koh Lanta’s first five-star resort, Pimalai Resort & Spa redefined luxury hospitality on the Andaman Island since when it launched almost two decades ago. Little has changed on Koh Lanta since the Andaman island quietly started. Many of Thailand’s other resort destinations have however transformed beyond recognition in the same period — some for better, others for worse. A key reason why Koh Lanta has not followed its neighbours is connectivity — or lack thereof.
SOLUTION
The solution was therefore to create unique and engaging storylines that encourage a new wave of travellers that going those extra few miles (and hours) to Koh Lanta and Pimalai, located on the island’s laid-back southern tip, and discover an almost forgotten side to Thailand. To connect with a wider audience, we developed a fresh destination campaign forged around the concept of “the authentic Thai island experience” with a focus on the core storylines of activity, exclusivity, culture and cuisine.
DELIVERY
Through a series of high-quality editorial content, led by a documentary-style video, we captured the many sides of Koh Lanta that are often overlooked. Not only the places, but the people and experiences that make the island an exceptional destination — with Pimalai positioned as its premier luxury resort. After production and distribution of the video, an immersive media relations campaign provided leading media with first-hand experiences of the storylines, including an intimate dinner with a Michelin-starred chef and bespoke itineraries that showcase the activities and culture on and off the land.
OUTCOME
The ongoing campaign has already generated coverage across…
