GHC Asia was appointed Belmond’s PR partner for Greater China and Asia-Pacific since 2009 working across the three key markets of Hong Kong, Singapore and China.
Our brief was to promote the new brand name ‘Belmond’ since its transition in 2014, as well as position the global collection of exceptional hotels and luxury travel adventures in some of the world’s most inspiring and enriching destinations.
Our aim was to develop continuous positive editorial coverage in key Greater China and Asia-Pacific travel and lifestyle titles as well as develop targeted joint partnership opportunities to increase ‘Word of Mouth’ amongst high-end consumers seeking authentic and memorable travel experiences.
Planning & Execution
GHC Asia built a strong long-term PR campaign for Belmond over 6 years, focusing on strategic and creative media relationship building across a number of regions and media markets. Our scope of work has included:
Helping to educate media and end-consumers on the recent rebrand and key USPs of ‘Belmond’Executing a PR campaign designed to develop the reputation of the brand as an ultra-luxury and sophisticated brand and drive business to its productsHelp conceptualize and support Belmond’s offers and keep it top of mind as a brand that understands its guests needsOngoing contact with A-list media across travel, lifestyle, MICE, travel trade, F&B, news& business, art& Culture, spa&health, etc.Developing and distributing press releases and media alertsCreating and project managing in-market media events, from press conferences, media roundtables to media meet and greetsOrganising and supporting one-on-one media interviews across all marketsOrganising and supporting group press trips
Effectiveness / Results
Our ongoing campaign has resulted in strong brand awareness for Belmond and significant relationship building with key media across Asia Pacific.
In 2013, GHC Asia generated 943 articles for ‘Orient-Express’ across Greater China and Asia-Pacific, with a total circulation of 430 million.
In 2014, GHC Asia generated over 1,300 articles for ‘Orient-Express/ Belmond’ across Greater China and Asia-Pacific , with a total circulation of over 1 billion.
In 2015, GHC Asia generated over 1,500 articles for Belmond across Greater China and Asia-Pacific with a total circulation of over 2 billion.