CONTENT CREATION | PUBLISHING | STORYTELLING | MEDIA RELATIONS

CHALLENGE

Pullman Luang Prabang is AccorHotels’ latest addition in Laos — and the country’s first Pullman property. Set in a lush landscape of paddy fields close to the heart of the heritage city, the 134-room resort is the biggest in the area and also home to one of Laos’ leading conference centres. While hosting and developing the nation’s MICE market is a top objective for Pullman, the five-star brand is also committed to supporting local sustainability initiatives and promoting responsible tourism and wildlife conservation efforts.

SOLUTION

Sustainability already plays a key role in Luang Prabang’s hospitality and tourism sector, so when we were approached to showcase the recently launched Pullman Luang Prabang’s own innovative sustainability initiatives it was only natural that we’d share the spotlight with the organisations and individuals that have done so much to establish Luang Prabang as one of the region’s foremost sustainable tourism destinations.

DELIVERY

We met members of the Luang Prabang hospitality and tourism community, as well as key stakeholders at Pullman, to gain a deeper understanding of what makes the destination tick and the myriad positive stories waiting to be told. At the heart of the campaign, we crafted a 50-page coffee table sustainability guide to champion the local sustainability scene and get Pullman the attention it deserves through a series of high-quality editorial features. Within this multifaceted approach, we invited top-tier regional media to discover first hand the activities and experiences covered in the guide. As part of the overarching media relations campaign, we organised press events in core markets, distributed the guide and supporting stories across our extensive network, secured interviews for feature and news coverage and leveraged relationships with key opinion leaders for highly-targeted lifestyle exposure.

OUTCOME

The campaign generated coverage valued at more than USD1.2 million across leading business and lifestyle print and online media platforms, including Travel+Leisure Southeast Asia, Fah Thai, Voyeur, South China Morning Post and Travel Daily Asia, in the first six months alone.