Dorado Beach, a Ritz-Carlton Reserve
Global Media Strategy
Large Scale Media Event
In order to highlight the resurgence of Puerto Rico and the reopening of Dorado Beach, a Ritz-Carlton Reserve, the Agency worked with the resort to make a strong statement. The goal was not only to convey that the island was open for business, but to showcase Dorado Beach as the destination’s premier luxury resort.
In order to magnify the re-launch of Dorado Beach, a Ritz-Carlton Reserve, the Agency worked with partners to create a compelling re-opening campaign, culminating in a milestone celebration appealing to today’s global luxury audiences. Implementing a robust approach which included segmented opening feature coverage, the Agency supported and leveraged extensive activities and attendance to create maximum impact. The opening weekend saw the participation of celebrity tastemakers and philanthropists such as Chef José Andrés, Grammy and Tony Award Winner, Leslie Odom Jr., Neil Patrick Harris, Gayle King, Martha Stewart, Uma Thurman, Cynthia Rowley and more to not only celebrate the magnificent resort but let travelers across the world know that Puerto Rico is ready to welcome visitors.
The re-opening of Dorado Beach, a Ritz-Carlton Reserve and the celebration weekend garnered impressive results, with features appearing in Conde Nast Traveler, Robb Report, 20 publications of Modern Luxury and international publications, like The Toronto Star and The New York Times, with over 250 media placements across broadcast, print, digital, and social media. The re-opening of Dorado Beach, a Ritz-Carlton Reserve generated more than 700 million impressions across traditional and social media, including press placements which reached a total audience in excess of 343 million, carrying an advertising equivalency value of more than $12 million.
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