PRCO was appointed to introduce Belmond’s brand-new hotel in Anguilla to the market and to quickly position the luxury property as the ultimate resort in the destination.
The strategy was focused around securing quality coverage in leading Italian publications, that would both confirm the prestigious market positioning, and also help boost profile and sales queries. The specific market focus was on Italy, identified as the leading feeder market in Europe for Anguilla.
PRCO’s tactical delivery included the coordination and support of a Caribbean-themed media dinner in Milan featuring the General Manager and 20 managing editors of target A-list publications, that was held ahead of the hotel’s official opening, with the objective of seeding awareness with leading taste-makers.
PRCO also supported the group press trip in January 2019, securing two target outlets; Grazia and Gentleman to cover their experiences with dedicated reportages. This approach was supplemented by individual media hosting, to result in multi-page features that supported the new season, further enhanced with broadcast interviews for brand spokespeople.