PRCO Group was appointed by the founding owners of Porto Montenegro to promote the launch of the development internationally, completing work a year after its sale to the Investment Corporation of Dubai.
PRCO initially worked with the senior management to conceive a strategy that positioned Montenegro as an emergent luxury destination – ‘the next Saint-Tropez’ – and founder Peter Munk as the visionary entrepreneur behind the creation of Europe’s best year-round superyacht marina.
To support the agreed positioning, PRCO conceived an innovative ‘new luxury’ pop-up retail programme and identified and made introductions to potential tenants, including Italia Independent, Chucs, Ferragamo and Saddlers Union. PRCO also made wider introductions to potential hoteliers, including Lungarno, J.K. Place, GHM, and brand partners, such as Fiat Group, Ferretti Group (Riva) and Apreamare.
PRCO also implemented a flexible coordinated online and offline communications campaign covering the UK, Russia/CIS, GCC, Germany and Italy, achieving coverage in all major news, financial, lifestyle, travel and yachting media.