Anantara Hotels, Resorts and Spas

The Brief

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.

The Strategy

  • 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. 

The Results

  • 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.

Get in touch to explore how we can make your brand take flight.

T: + 61 3 9429 5251

E: lucy@hchq.com.au

Melbourne

302/91 Murphy Street, Richmond VIC 3121

Sydney

Level 4, 48 Chippen Street,

Chippendale NSW 2008

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