INTRODUCTION

Red Bridge was tasked to promote the Soneva Group (“Soneva”) brand and its SLOW LIFE philosophy amongst stakeholders in China, drive awareness of the Group’s portfolio of resort properties, future and planned, and promote the sale of Soneva’s private residences.

We were aware that sustainability and eco tourism have only just hit the Chinese conscience and therefore the SLOW LIFE philosophy would need to be fully explained, and the concept of “intelligent luxury” defined. Barefoot luxury is not something previously experienced by many “new rich” Chinese.

Holidaying for leisure and adventure.

THE INSIGHTS

Nearly 60% of Chinese luxury travellers choose a hotel based firstly on the brand and reputation, followed by geographical location. Whilst shopping is still one of the main activities, more and more Chinese luxury travellers are holidaying for leisure and adventure. The demand for beach holidays is growing stronger, and diving and cultural experiences are becoming increasingly popular for Chinese tourists.

Stand still and reconnect.

THE BIG IDEA

We decided to position the Soneva Group as the intelligent choice for the discerning, and the SLOW LIFE philosophy as “a chance to stand still and reconnect with yourself, loved ones and the world around you”.

Our core channels and opportunities included a new project launch, executive profiling, individual property profiling, awards and accolades, seasonal event packages, residential sales, media relations, social media and travel reviews, familiarisation trips, influencer and e-fluencer engagement, brand partnerships and events, and trade relations.

THE EXECUTION

ILTM press briefing with 31 attending media, with 3 on site 1:1 interviews (2 online TV interviews plus Luxury Properties) and 1 group interview (AD, GQ, LOHAS, China Daily, Global Times and LUXE) secured.

CEO media day with 1:1 interviews and group interviews with lifestyle, travel, business and news media.

Media FAM trips:

  • 9-bedroom Villa launch: AD, Femina, Luxury Properties, Shanghai Tatler, Travel+Leisure.
  • Private residence trip: Modern Weekly and Forbes China.

It’s all in the numbers.

1.3B+

TOTAL CIRCULATION FROM JANUARY 2015 – JANUARY 2016

2.4M+

TOTAL EAV VALUE (USD) FROM JANUARY 2015 – JANUARY 2016

45:1

RETURN ON INVESTMENT (ROI)