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'An Instant Icon'

BRAND POSITIONING | COPYWRITING | MEDIA RELATIONS


CHALLENGE

Born from one of Thailand’s largest conglomerates, SAii Resorts is the latest addition to S Resorts and Hotels’ (a subsidiary of Singha Corporation) rapidly expanding portfolio of global hospitality properties. Beyond simply launching a first-of-its-kind hospitality experience in the Maldives, we were tasked with changing audience perceptions of the islands as a luxury-only bolthole for the wealthy and reposition it as an inclusive family-friendly — and friend-friendly — destination.

SOLUTION

From the initial stage to the final phases of the brand's first property, SAii Maldives Lagoon, we adopted a multi-disciplinary approach. This included delivering media relations, content creation and brand positioning, to bring a new and exciting brand to life and put it front-of-mind for global media and holidaymakers alike.

DELIVERY

To achieve this we leveraged off the location, the brand’s unique initiatives, especially CSR, the parent company’s reputation and personalities involved to craft a variety of news hooks and storylines, targeting multiple media segments. We also developed SAii’s brand positioning, including its overarching brand guidelines and website copy, to ensure its identity was consistent and unique across all collaterals.

OUTCOME

In addition to generating USD200,000 worth of earned media coverage in less than a year in global lifestyle and business publications, we conceived the look, sight and sound of SAii from scratch — providing it with a personality that reflected the brand’s values and vision.