AWA was briefed to develop a two-year PR programme aimed at driving enquiries and bookings for AYANA Hotels and Resorts from Australian and New Zealand travellers, including both first-time and repeat visitors.
In addition to promoting 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 launching a new property on the island of Flores (AYANA Komodo Resort, Waecicu Beach).
During the campaign period, the client also introduced a traditional Indonesian phinisi (AYANA Lako’dia) and a full aqua fleet at the Komodo property.
The project was conceived to elevate AYANA Hotels and Resorts’ profile and attract travellers from Australia and New Zealand by showcasing the luxury and diverse experiences offered across their Bali and Flores properties. The ideation focused on integrating media relations, high-profile familiarisation visits, and strategic television partnerships to highlight the brand’s unique offerings and new developments.
A three-pronged, multi-tiered strategy was implemented, encompassing: media relations and editorial activity; familiarisation visits for Australia’s A-list travel writers across various sectors, including trade and consumer, travel and lifestyle, food and beverage, health and wellness, and weddings; and fully leveraged television media partnerships (Travel Guides and Gogglebox Australia).
The strategy was designed to highlight the resorts’ accommodation, amenities, and experiences, showcasing the luxurious side of AYANA’s offerings, including the Bali resort’s 19 restaurants, 12 pools, retail outlets, spa treatments and wellness activities; wedding venues and private beach clubs; and the unique dragon tours, snorkelling adventures, and aqua activities available on Flores.
Client Testimonial:
“AYANA is delighted to have found such a proactive PR agency that proudly represents our brand requirements and delivers an abundance of positive results.”
