The Sandra Leach Company Representation, PR, Marketing

New Brand Launch

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The Challenge

Our client Aleenta Resorts and Spa approached us to launch and represent their new venture, a brand new 4* property, the akyra Chura Samui, in the highly competitive area of Chaweng on Koh Samui. At a time when product managers were scaling back Thailand product rather than expanding, getting a foot in the door with a number of UK operators was the key challenge. And with 60 rooms to fill and the product sitting at the 4* price-point, attracting volume partners was crucial.

The Solution

Due to the timing of the opening, our first step was to identify a number of partners with which we could have quick wins with website entries to get some short-term pick-up over the UK summer. Simultaneously, we identified 5-6 key volume drivers who operate on the traditional brochure cycle, and made targeted sales calls with the Director of Sales to coincide with their key decision-making months. We planned and hosted a launch event attended by 40 key trade and media held at The Goring Hotel in London, for which we negotiated the very best rates to keep within a tight budget. We also confirmed a famil trip with a key online partner, and worked closely with the Tourism Authority of Thailand to secure a further site visit during one of their famils.

The Outcome

Brochure entries were secured with four of the UK's leading Thailand operators, and forward bookings for 2012 are very strong.

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