Having won Panacea Retreat Koh Samui following a competitive pitch process, a decision based on our luxury hotel brand building experience and unparalleled contacts in the luxury travel & lifestyle arena, Fox PR were tasked to introduce this villa only Thai hotel to the affluent UK media.
The resort had some challenges right from the start –it is located on a hill with no direct beach access, offers no kids’ club, wellness venue, stand alone spa facilities or restaurant, coupled with the fact that only one of the residences benefited from the rather super kickboxing ring. However, through our strategic and focused campaign, Fox PR devised creative initiatives turning every single one of the hotel’s challenges into PR news worthy stories, achieving Conde Nast Traveller Hot List 2016 amongst a plethora of top luxury publications.
On Fox PR’s advice, we successfully implemented a Beach Butler service. This way the hotel selected the best beach for what you desired (little swimmers, quiet, romantic, or great for water sports) and escorted you there with a gourmet picnic and a butler to prepare lounge chairs and proffer sunblock. We also developed a bespoke kids’ programme which touched on all 5 senses and included authentic, tailor made experiences for children (a butterfly safari, Thai essential oil perfume making etc). In addition we launched a ‘Gentleman’s Getaway’ using the facilities at the resort’s largest villa which included its own wine cellar, cigar smoking room, games room, poker room, karaoke room, boxing ring, infinity pools and much more.
Within one year, Fox PR had gained unprecedented featured coverage with full and double page spreads as well as cover stories for Panacea Retreat in publications including: Financial Times How To Spend It, Boat International, Conde Nast Traveller, Elle, Elite Traveler, Tatler, The Daily Telegraph, The Sunday Telegraph, Mayfair Times, Net, Jets - Ascend Inflight, The Sunday Times, The Times to name but a few.