BEST INNOVATION CAMPAIGN

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Roy Rich
5 years ago
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LUX* Resorts & Hotels helps people to celebrate life by delivering consistently on the promise of a different kind of Luxury; hospitality that is Lighter.Brighter.

1 LUX* Resorts & Hotels helps people to celebrate life by delivering consistently on the promise of a different kind of Luxury; hospitality that is Lighter.Brighter. LUX* stages exceptional experiences in different locales whether on the Beach, in the City or in Nature. At LUX*, every moment matters; we ve banished thoughtless patterns and created simple, fresh and sensory experiences to indulge our guests throughout their stay with us. From freshly, locally roasted and ethically sourced coffee, retro-style ice cream parlours and tailor made health and spa sessions to magical tree of wishes, junk art galleries and impromptu on-the-beach film screenings, each LUX* experience is designed to help our guests celebrate life by turning the ordinary into extraordinary The resorts and hotels in the LUX* portfolio include LUX* Belle Mare, Mauritius; LUX* Le Morne, Mauritius; LUX* Grand Gaube, Mauritius; LUX* South Ari Atoll, Maldives; LUX* Saint Gilles, Reunion Island, LUX* Tea Horse Road Lijiang, Yunnan Province, China, and LUX* Tea Horse Road Benzilan, Yunnan Province, China. LUX* Lijiang and Benzilan hotels are the start of a collection of six luxury boutique hotels along an exciting new circuit of distinctive stays allowing guests to discover the legends of the Tea Horse Road first hand. Other New properties in the pipeline include; LUX* Al Zorah, United Arab Emirates; LUX* North Male Atoll, Maldives; LUX* Sud Sauvage, Reunion Island, LUX* Bodrum, Turkey and LUX* Dianshan Lake, China, LUX* Phu Quoc, Vietnam, LUX* Grand Baie, Mauritius and LUX* Organic Escapes, Chengdu, China.

2 BEST INNOVATION CAMPAIGN

3 LUX* South Ari Atoll relaunch campaign Objectives Successfully relaunch the LUX* South Ari Atoll property Generate positive, qualitative and extensive coverage across key sectors of the media Support LUX* South Ari Atoll to feature and win relevant awards and hot lists in all markets Secure key partnerships with relevant, well established and respected lifestyle companies Secure celebrity and influencer visits to the property at the launch and post launch PR activity period June 16 March 17

4 RE-OPENING OF LUX* SOUTH ARI ATOLL THE MESSAGE Stunning beach house chic style resort, made for peaceful off-the-grid retreats 62 private villas with infinity pools the new beach house chic to the Maldives Unparalleled offering of 7 eateries & 5 bars in elegant, contemporary and beautifully refined settings Beach Rouge introduces the dolce vita of a fashionable beach-club to the island 6 new Reasons To Go LUX* are premiered at LUX* South Ari Atoll, heralding another round of LUX* product innovation LUX* Photo Fanatics Junkart Studio & Gallery Master Chef Wanderlust Library Celebrity led experience workshops introduced Painting with Corinne Dalle Ore Photography with Michael Freeman Meditative Therapy with Bhavnath Yoga with Rachel Brathen Filming with Devin Supertramp Mixology with Marian Beke

5 RE-LAUNCH TIMELINE -4 months (May) Finalize PR re-relaunch budget Initiate invitation to LSAA package design Save the date for media invitees targets Press Info fact sheet detailing all renovation happening at LSAA Press release (& photos) for Sept/Oct main targeted editions PR Agencies to submit their respective PR action plan proposal (press trip targets, celebrity target, print & online magazines, newspapers, trade press and media broadcasts targets etc). Editorial pitching plan & featuring calendar with PRCo (media targeted ft LSAA in Sept-Dec) (promotions, events, news releases, EDM s, Social Media, cause related marketing, strategic alliances) -2months (July) : Official distribution of press invites Update Media Fact Sheet (USP s, new RTG s) Gimmicky mailing (a small gift trigger with a specific message) to targeted new media/bloggers, to starting writing about the upcoming opening of LSAA and about the gift itself. September Mid September Press release announcing LSAA Re-opening event Complete photo-shooting + lifestyle photo shooting with Mark Read/Tom Fallon A planned top VVIP press trip

6 RE-LAUNCH TIMELINE Commercial reopening date for LUX* South Ari atoll September 1 st 2016 Re-opening event for LUX* South Ari atoll September 20 th & 22 nd 2016 The event to celebrate the re launch LUX* South Ari Atoll The LUX*South Ari Atoll re-launch event is envisioned as an occasion to celebrate the LUX* momentum in the Maldives. The target attendance: - LUX* Resorts & Hotels leadership team - LUX* South Ari Atoll in-house guests - Maldives authorities - Key trade partners (based in the Maldives) - Key ad-hoc celebrity stay

RE-OPENING OF LUX* SOUTH ARI ATOLL TOOLBOX - Save The Date for the event - Pre-launch press release & photos 31 st May - Advertorial 31 st May - Press Information Sheet 31 st May - Press formal

7 RE-OPENING OF LUX* SOUTH ARI ATOLL TOOLBOX - Save The Date for the event - Pre-launch press release & photos 31 st May - Advertorial 31 st May - Press Information Sheet 31 st May - Press formal invitation & event program 24 th June - Photo & Video library creation (Oct-Nov 16) OUR EDM s RELEASE TIMING: Teaser 1 1 st week of June Message + Video Teaser 2-2 nd week of July Message: The place to be in the Maldives for the best F&B experience + Video EDM in July A special competition to win a week in the Maldives Teaser 3 1 st week of Aug Message: The place to be in the Maldives for peaceful hideaway & active holiday + video EDM early Oct Introducing the new LSAA experience in the Maldives + 4 new Reason to go LUX* EDM early Nov Introducing other new Reason to go LUX* EDM Early 2017 Celebrity-Led Workshops

8 RE-OPENING OF LUX* SOUTH ARI ATOLL June EDM: Where we all want to be from 1st September L'endroit où chacun rêve d'aller à partir du 1er septembre Also sent out in RU, DE & CN July EDM (F&B): #theplacetobemaldives Also sent in RU, DE & CN July contest EDM: Viendrez vous? #theplacetobemaldives Are you coming? #theplacetobemaldives Also sent in RU, DE & CN August EDM (Activities & workshops): #theplacetobemaldives Also sent in RU, DE & CN September EDMs: LUX* South Ari Atoll Vu par un cinéaste LUX* South Ari Atoll The Director s Cut Also sent in RU, DE & CN This one will be followed by 2 other similar EDMs over the coming week showcasing the other 2 vlog videos of Gareth The Culture and The Launch.

9 Teaser video for re opening of LUX* South Ari Atoll on Facebook Link: bit.ly/2daubll

10 Contest launch name : Are you coming? On Facebook

11 The best F&B experience part of the teaser of the re-opening part 1

12 Contest reminder video on Facebook

13 The best F&B experience part of the teaser of the re-opening part 2

14 The best F&B experience part of the teaser of the re-opening part 3

15 Contest reminder video #2 on Facebook part 2

16 Video of LUX* South Ari Atoll on #theplacetobemaldives never get bored at on Twitter bit.ly/2cccbjg

17 bit.ly/2day2c5 Contest reminder video part 4 on Facebook

18 Experts workshop teaser at LUX* South Ari Atoll on Facebook

19 Contest reminder video part 5 on Facebook

20 LUX* Live LUX* LIVE is a social media campaign that capitalises on this new Facebook live feature. LUX* South Ari Atoll goes LIVE with 7 films over 7 consecutive days from Friday 16th to Friday 23 rd. Film 1: Welcome to LUX* South Ari Atoll + Contest winner annoucement bit.ly/2ctsf0h Film 2: Wellness at LUX* South Ari Atoll bit.ly/2cjcyzb Film 3: The LUX* Reasons To Go bit.ly/2cw3max Film 4: The Welcome Dinner at East Market bit.ly/2czeiuw Film 5: Interview with Glenn Daniels and Julian Hagger bit.ly/2cr2wez Film 6: POP-UP beach party at Lagoon Bar bit.ly/2deyfpw Film 7: Water-sports at LUX* South Ari Atoll (broadcast today)

21 Facebook live promotional posts

22 Facebook live promotional posts

23 On the way to LUX* South Ari Atoll Gareth Pon on Facebook

24 Snapchat account launch at LUX* South Ari Atoll (luxresorts)

25 FOLLOW US ON SOCIAL MEDIA FACEBOOK ts TWITTER ts

26 FOLLOW US ON SOCIAL MEDIA INSTAGRAM ts WEIBO ts

27 LUXRESORTS.COM

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