AWA was briefed to prepare a two year PR program to drive enquiry and bookings to AYANA Hotels and Resorts form AU and NZ travellers, Including first time and repeat visitors.
In addition to the three properties that make up the integrated resort in southern Bali (AYANA Resort and Spa, BALI, RIMBA Jimbaran Resort by AYANA, and The Villas at AYANA Resort BALI), AWA was tasked with promoting the launch of a brand new property on the island of Flores (AYANA Komodo Resort, Waecicu Beach).
During the campaign period the client also launched a traditional Indonesian phinisi (AYANA Lako’dia), and a full aqua fleet at the Komodo property.
A three-pronged, multi-tiered strategy was implemented encompassing: media relations & editorial activity; familiarisation visits for Australia’s A-list travel writers across trade & consumer, travel & lifestyle, food & beverage, health & wellness, and wedding titles; and fully leveraged television media partnerships (Travel Guides and Gogglebox Australia).
Designed to highlight the resorts’ accommodation, amenities & experiences, the strategy was crafted to showcase the luxurious side of AYANA’s offering including: the Bali resort’s 19 restaurants, 12 pools, retail outlets, spa treatments & wellness activities; wedding venues and private beach clubs; and the unique dragon tours, snorkelling adventures, and aqua activities available on Flores.