Case Studies
ELOUNDA HILLS
Elounda Hills is primed to become the leading ultra-luxury sustainable resort in the Mediterranean, with 257 residences introducing a level of contemporary design and specification not before seen in Greece.
Situated between the city of Agios Nikolaos and the traditional fishing village of Plaka, the town of Elounda is the definition of quintessential Cretan living. The centrepiece of Phase 1 of the development will include a 137-key hotel and 257 residences, the majority of which will be serviced by 1 Hotels.
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To build the brand awareness of Elounda Hills in the mainland China and Hong Kong market (local and overseas) and directly connect Elounda Hills with relevant Chinese communities and connections.
The Challenge
Compared to other popular Greek destinations, Crete Island is relatively unfamiliar to Chinese clients. Geographic tensions and recent immigration policies have made it somewhat difficult to promote a new project on Crete Island to the Chinese audiences.
The Strategy
In November 2023, we conducted a series of PR activities in China to support Elounda Hills’ participation in the Luxury Property Show in Shanghai in December 2023. We selected strategic angles and crafted targeted messages to promote the project, including organising a Chinese VIP guest and conducting three high-level media interviews.
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Our strategy centered on targeting the appropriate media titles and channels, with a particular focus on prestigious outlets in luxury lifestyle media and magazines, such as Noblesse, Fortune Character, ApexManuel and other leading publications.
The Impact
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We achieved over 10 media articles (both print and online) for Elounda Hills, including Sina, Tencent, Snowball Investment, China.com, Fangchan.com, Sohu, ifeng.com, NetEase, Zaker and China.com.cn
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Secured three exclusive media interviews with top luxury lifestyle presses such as Noblesse, Fortune Character, and Apex Manuel to all developed cities and regions around China with over 300,000 circulations in each issue
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We secured one speaking opportunity at the Royal Institute of British Architects (RIBA)’s panel discussion in LPS and supported Elounda Hills on site
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Reached over 200 million views in China through strategic media relations