Petrie PR takes on pan-Asia role for Alila Hotels and Resorts

“We’ve been appointed to spearhead Alila’s growth and accelerate their branding across Asia,” Linda Petrie, founder and managing director of Petrie PR, told Campaign.

The pitch took place last September and Alila made its choice in December.

In addition to educating the media about Alila, Petrie said her firm will be supporting the brand’s aggressive expansion plans. Alila operates nine luxury hotels in Bali, Goa, Bangalore, Jakarta and Siem Reap, but has designs on adding 20 new properties over the next five years.

“We realise that in order to develop our position in a rapidly changing market we needed to implement a strategy to differentiate Alila as we continue to set new standards in the Asian hospitality experience,” Frederic Simon, Alila CEO, commented.

Petrie bills itself as a boutique agency specialising in the luxury travel, lifestyle, and spa industry. Prior to founding Petrie PR, Petrie was managing director of ZFL PRCo in London and PRCo Dubai, an international luxury travel and lifestyle communications agency.