THE REGENT PHUKET
Rebrands as Amatara Wellness Resort
Regent Phuket Cape Panwa, a Vivaldi PR client for many years, underwent rebranding from the world-renowned Regent marque to encompass a more local Thai identity. The rebrand of Amatara set the luxury resort on a path to becoming the region’s top wellness retreat. From this, Amatara was to launch Thailand’s only luxury Hammam spa facility, and make inroads to a unique positioning as a high-end medical retreat. Vivaldi was enlisted to manage all aspects of communication and press liaison throughout the rebranding, following our successful work with Regent Resort Phuket, which we supported during its launch phase.
Support and refine rebranding messaging and brand identity, product repositioning, sales growth and reputation amplification; assist in co-branding with regional-best medical facilities, and launch one of the world’s first luxury Hammam spa retreats complete with Himalayan salt cave; position resort spokespersons as industry experts and innovators.
The sheer beauty and sense of luxury of the resort meant that video and photography was always going to play the most emotional and forthright component of any campaign. We handled media photography requests, and assisted in filming taking place at the resort. The resort hosted legendary film director Andrew Lau, film producer and screenwriter Wong Jing and Asian superstars Nick Cheung, Jacky Cheung and the inimitable Chow Yun-Fat for principal photography of their international motion picture production. Other celebrities to visit included model and actress Metinee Kingpayome and Chutima Chantelle, former Miss Thailand Universe. These naturally made great high-profile stories and case studies for news dissemination, again with great photos depicting the very special location of Amatara.
Amatara also aligned themselves with Bangkok Hospital Phuket, one of the region’s best medical facilities specializing in brain health. We supported co-created packages offering wellness and medical offerings, bringing this relatively new innovation to the attention of media throughout Southeast Asia. We consulted for branding activities, carefully creating key messages to explain the Amatara Wellness concept and its meaning and philosophy.
As Thailand’s most exquisite spa, with ocean view pagodas and a wealth of uniquely luxurious treatments, there existed a possibility for the resort’s senior managers and spa managers to be positioned as thought leaders. We commissioned and placed several magazine stories on wellness and luxury treatments, building significant personal biographies for experienced staff on site in the process by way of personal interview stories (as well as news of new appointments).
Amatara also committed itself to growing sales through events and promotional activities. Vivaldi PR’s multi-channel strategy served client efforts in attending regional travel forums, connecting the new brand to luxury and wellness travelers who embraced the resort’s excellent packages which were available from time to time. We also empowered programs by way of communications support and distribution, which aimed to create partnership opportunities with leading agents in many countries throughout Europe.
Key Results within 12 months
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