In 2023, ATW Travel Marketing worked on a year-long campaign to launch Amari Raaya Maldives, a brand-new luxury destination resort in the Maldives. Actions included:
Press Releases:
In the lead up to the opening, generating awareness and momentum. Press releases tailored to both consumer and trade press distributed on the day of opening. Post opening, regular releases distributed targeting specific themes and market segments, with tour operator packages used to encourage bookings.
Tailored Pitching:
Tailored proactive and reactive pitching – resulting in coverage including The Times.
Media Giveaway Stunt:
Bespoke biscuits designed and giveaway organised on launch day to 40 top media and partners, including a flyer offering a stay at Amari Raaya Maldives. Resulting in excellent visibility and awareness especially among key press outlets such as The Times, The Telegraph, and The London Evening Standard. Trip leads generated and organised including The Daily Mail.
Social Media:
Impactful social media generated surrounding the opening, particularly as a result of the Giveaway, tagging Amari Raaya Maldives.
Consumer Launch Press Trip:
Launch group press trip organised with 5 x consumer press, generating in-depth reviews and positive social media coverage.
Individual Press Trips:
Individual press trips were also organised, including maximising budget by utilising our extensive media contacts and working with journalists already visiting the Maldives (therefore no international flight budget required). Individual trips included: The Daily Mail, Luxuria Lifestyle, The Luxury Lifestyle Magazine, Country & Townhouse, TTG, as well as a number of influencers and celebrity Lydia Bright and her family (please see more information on this in the other documents).
Trade Media Outreach:
Extensive work with trade media to ensure awareness within the travel trade of the opening. Including securing a full-page advertorial in TTG Luxury and running an effective competition with TTG. Working with trade media to ensure visibility for Amari Raaya Maldives surrounding the World Travel Market travel trade show in London, securing coverage in the lead-up and in the TTG WTM Dailies at the Show. Impactful interviews were also organised to take place at the Show, with Amari Raaya Maldives' Director of Sales and Marketing, generating coverage on the launch of the resort, its key themes and focuses.
