CHALLENGE
The new Four Seasons Hotel & Private Residences is part of the landmark Chao Phraya Estate project located along Bangkok’s riverfront. But for years the neighbourhood had been overlooked by the city’s developers and investors. We were tasked with not only launching the brand’s inaugural residential property in a highly competitive market but also redefining the riverside as the Thai capital’s premier luxury lifestyle destination.
SOLUTION
Leveraging off the neighbourhood’s recently re-emerged nightlife, art and cuisine scenes, in addition to the brand’s global clout, we devised a media relations and content campaign around the destination — bringing Bangkok’s oldest neighbourhoods back to the heart of the city’s storylines and introducing it to an international audience.
DELIVERY
A highly-targeted four-year campaign prioritised the key markets of Greater China (including Hong Kong and Taiwan) and Singapore through media trips, exclusive onsite and neighbourhood events, in-market interviews with various types of top-level international media and high-end overseas events, including 24 personalised destination itineraries for various media types to explore and experience Bangkok’s most fascinating neighbourhood.
OUTCOME
Four Seasons Private Residences has been one of the most successful luxury residential launches in Bangkok’s history. We generated extensive regional and international coverage that put the new destination at the heart of the story. The client featured prominently in leading business titles and print and online luxury lifestyle publications, including the cover of Business Traveller Asia-Pacific and UK, Tatler and Design Anthology, achieving an overall advertising value surpassing USD10 million.
