Waldorf Astoria Bangkok

ABOUT THIS PROJECT

CATEGORYTravel

SITUATION

Waldorf Astoria Bangkok opened in a new market and wanted to stand out as a luxury hotel with a notable food and beverage program, modern spa, and premium room offerings. To showcase the overall destination and engage media, Waldorf Astoria Bangkok created a week-long media familiarization trip timed to the global grand-opening event.

STRATEGY

Magrino acted as counsel to the Waldorf Astoria global brand team and the resort team to create a strategic, engaging media relations plan that drove interest in the press trip. Leading the outreach with a targeted media list that spanned the travel, lifestyle, and trade spaces, Magrino pitched and secured ten top-tier media with committed coverage of the new Waldorf Astoria Bangkok opening. Each journalist collaborated with Magrino to tailor the coverage for audience appropriateness and on-brand messaging. Those angles were considered when working with a tour operator to create a customized weeklong itinerary that showcased bespoke travel offerings in Thailand’s capital. The trip commenced with a splashy grand- opening event that fully activated the hotel and brought together the visiting U.S. media with international journalists, who also participated in the debuting event for the property.

SOLUTION

After a week’s stay, the media-familiarization trip generated over a dozen pieces of top-tier media coverage, including an exclusive first look with Robb Report, an interview with hotel designers for Architectural Digest, a city guide from Time Out Bangkok and The Manual, and additional luxury travel coverage with Men’s Journal, Forbes, Travel Weekly, BlackBook, The Daily Meal, and more.