TOH, PRCO Group’s lifestyle agency, is retained by Waldorf Astoria Maldives Ithaafushi having launched the property’s exclusive private island – the country’s largest and most exclusive – in the highly discerning and affluent GCC market.

Waldorf Astoria Maldives
Waldorf Astoria Maldives Ithaafushi

The brief was subsequently broadened to cover the resort in its entirety, including its dining venues and wellness offering. TOH’s tactics have included hosting a regional launch event in KSA for a group of 12 select Saudi women, the majority of whom were members of the royal family. The event was held in a private location outside Riyadh and included a dinner by the resort’s chef, as well as a bespoke yoga session.

TOH has also secured regular individual press trips for journalists and editors-in-chief of titles such as Vogue Arabia, Architectural Digest Middle East, Harper’s Bazaar Interiors and L’Officiel Arabia. Further, the agency arranged trips for influencers Laila Abdallah and Ola Farahat.

As part of the campaign, TOH has devised and delivered a collaboration with renowned Emirati fashion designer Huda Al Nuaimi and organised a press trip for the launch of the first Zuma restaurant in the Maldives.