Hatching Communications was assigned to build awareness for Anantara Resorts' newest hotel opening, Anantara Quy Nhon Villas in Vietnam's relatively undiscovered Quy Nhon region, and to encourage visitation from Australian travellers.
Our brief included achieving significant media coverage announcing the opening of the property in November 2018; positioning Anantara Quy Nhon Villas as a top new luxury resort, as well as highlighting Anantara Quy Nhon Villas cultural experiences and spa through travel news and in-depth feature coverage.
Pitching program: We proactively pitched the story to travel and lifestyle media across print and digital, including freelance travel writers
Creative sampling campaign to 20 top editors: The teaser gift package included a silver engraved coffee maker, banh mi roll, Vietnamese condensed milk and Vietnamese coffee grounds.
Coordinated and hosted group media famil: Five media were hosted at the property from 22-26 February 2019. Media included Marie Claire, Escape, Virgin Inflight Magazine, Get Lost and Belle Magazine.
Individual famil program: Media were secured through targeted pitching, with confirmed famils to date including AFR: Life & Leisure/The Sophisticated Traveller, Good Weekend/Traveller and delicious.
Hatching worked with a number of Australian Society of Travel Writers (ASTW) members to place stories about the launch, including famils with key travel journalists, editors and publishers.
Opening campaign time frame: 1 June 2018 - 30 April 2019
Audience reach: 30,498,135
No. of media clips secured: 57
Advertising Value Equivalency: $417,671 AUD
PR Value (x3): $1,257,677 AUD
Highlights included inclusion in Australian Gourmet Traveller’s Hot 50 list and inclusion in several ‘hottest new opening’ round-ups.