St Regis Saadiyat Island Resort

Objectives

  • Develop an effective PR campaign to launch the first St Regis hotel in the Middle East, and essentially introduce the brand to the region for the very first time

PR Actions

  • AllDetails worked closely with the client to formulate a media strategy for the pre-opening and launch stages, concentrating on developing a series of newsworthy stories, as well as relevant steady news, to ensure quality coverage and successfully create significant media presence pre and post opening
  • AllDetails rolled out a strategically planned PR timeline, which focused on initially targeting the trade media, followed by the consumer media as the resort neared its opening date
  • AllDetails successfully planned and coordinated a series of key hotel experiences for groups of target media, ensuring the appropriate messages reached the right audience
  • Arranged numerous one-on-one interviews between key media and hotel management and developed a number of publication-specific stories to stand out from the media clutter
  • AllDetails pitched St Regis Saadiyat Island as a photo-shoot location for key fashion and travel magazines and arranged photo-shoots with high-profile publications

Results

  • More than 220 articles published during the period May 2011 – May 2012
  • Significant increase in awareness among all key target groups for St Regis Saadiyat Island Resort and the St Regis brand in general
  • Consistent positioning of St Regis Saadiyat Island Resort as one of the top resorts in the UAE