Lustica Bay

Lustica Bay in Montenegro is an up-and-coming marina town offering waterfront properties, hotels, berths, golf and lifestyle facilities. It was developed by Orascom Development Holding, which has a portfolio of worldwide developments. 



The Brief

To attract potential Chinese buyers to buy waterfront properties at Lustica Bay


The Challenge 

Montenegro was almost totally unknown to people in China and Hong Kong. We needed to educate, inform and inspire Chinese audiences about this new destination for holidays and investment opportunities. 


Our Strategy 

In 2018-2019, we have educated Chinese audiences about Montenegro and what Lustica Bay had to offer through integrated PR, bespoke event, partnership and digital marketing. The services we provided included:

  • China media relations – lifestyle, luxury, business, travel, property and mainstream press
  • Press tours from China to Montenegro
  • Supported client exhibition at the Luxury Property Show in Shanghai and Beijing with media relations and business introduction meetings
  • Set up an official WeChat company account and created relevant content monthly
  • Direct business introductions with business influencers (e.g. immigration, property legal, education, family office, wealth management, etc.) in the UK, China and HK



In two years, we have successfully educated and inspired Chinese audiences about the reasons of investing in Lustica Bay, Montenegro. Some key outcomes include: 

  • Over 30 positive press articles, including in Forbes China,, Voice of Strait, China National Radio, Tecent News, Sohu.focus,, etc., reaching over 30 million readers in China 
  • Organised a successful Chinese media trip from China to Montenegro 
  • Generated at least two property sales at the back of the Luxury Property Show in China
  • Organised three successful events in London, reaching out to UK-based Chinese HNWs and investors 
  • Introduced over 10 quality business contacts, including Chinese family offices, immigration lawyers, education consultants, and more 


Slavica Milic 

Senior Marketing Executive, Lustica Bay, Montenegro (former) 

"From many agencies I have known and worked with - Sally and her team go above and beyond - and are incredibly committed to bring value, support and contribute to every single aspect of your business. Having worked with Sally and her team from China, Uk and Hong Kong, I have nothing but the highest admiration and recommendation for the amazing work that they have done for Lustica Bay.

“I enjoyed every moment of working together and have always felt I am completely backed up by the latest information, trends and expertise. 11K's network in China is wide and has quickly resulted in success and brought tangible sales for us. Remarkable flexibility, open-mindedness and second to none understanding and guidance in Chinese market - you can rest assured you are in the best hands when working with Sally and 11K team."


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