Alila Kothaifaru Maldives
THE BRIEF
With Alila Kothaifaru Maldives aiming to solidify its presence as a premier luxury destination, the brand sought to amplify awareness within the UAE market.
The primary goal was to position the property as the ultimate secluded island retreat, promoting its unique offerings, exclusivity, and luxury experiences.
Atteline’s strategy was to develop a tailored, strategic communications plan that would leverage high-impact media partnerships, personalised influencer engagements, and ongoing media pitching to generate continuous visibility and buzz for the property.
THE DELIVERY
To achieve these objectives, Atteline devised a multi-faceted approach focused on personalised experiences and strategic storytelling. Key components of the strategy included:
- Exclusive “Money-Can’t-Buy” Press Trips:
a. We orchestrated bespoke, immersive stays for a selection of the UAE’s most influential media and content creators, providing them with a first-hand experience of Alila Kothaifaru Maldives’ unique offerings
b. Key participants included high-profile names like Ahmed El Sayed (@twistedcurlz), Vogue Arabia, Emirates Woman, and Anas Al Abbar, CEO of 7awi Publishing
c. Our collaboration with Anas Al Abbar yielded exceptional results, as Alila Kothaifaru Maldives was featured in over 12 different 7awi magazines and online platforms, substantially broadening the brand’s visibility
d. The exclusive press trip resulted in Alila Kothaifaru Maldives receiving the prestigious “Layalina Editor’s Choice Award 2024 – Best Secluded Island Experience,” further solidifying the brand’s position as a leading luxury destination
2. Media Pitching and Continuous PR Efforts:
a. In addition to the press trips, Atteline implemented an ongoing media pitching strategy to maintain momentum and visibility for Alila Kothaifaru Maldives
b. We proactively pitched stories and brand narratives to Tier 1 media outlets, securing continuous coverage in prominent titles, including What’s On, Laha, and A&E
THE OUTCOME
- Total Media Reach: Over 17 million in total circulation, reflecting the cumulative audience reached through both print and digital coverage
- PR Value Generated: Exceeded $400,000 in PR value, underscoring the tangible return on investment for the brand
- Editorial Coverage: Extensive, high-profile media features in Tier 1 publications, including What’s On, Laha, A&E, and 7awi’s 12 print and digital titles
- Industry Recognition: Alila Kothaifaru Maldives was awarded the “Layalina Editor’s Choice Award 2024 – Best Secluded Island Experience,” a testament to the property’s luxury appeal and Atteline’s strategic execution
- By executing a well-rounded, strategic communications approach that emphasized tailored press trips, sustained media engagement, and high-impact storytelling, Atteline successfully elevated the brand’s visibility and prestige within the UAE market. The campaign’s success is reflected in its strong media performance metrics, award recognition, and enduring brand presence