Fairmont Maldives, Sirru Fen Fushi
Winning a competitive pitch to launch Fairmont Maldives Sirru Fen Fushi in an already saturated luxury market in the Maldives, Fox Communications positioned the hotel as the first Fairmont Hotel in the Maldives, alongside the ground-breaking, semi-submerged underwater art installation, named the ‘Coralarium’ by British artist Jason deCaires Taylor.
Services Provided:
- Positioned the hotel as the first Fairmont Hotel in the Maldives, alongside the ground-breaking, semi-submerged underwater art installation, named the ‘Coralarium’ by British artist Jason deCaires Taylor.
- Fox Communications, key AccorHotels executives and the hotel team held a branding workshop on island ahead of the opening to create the strategy, set the customer journey and communication positioning as Fairmont’s new flagship property.
- Achieved feature-length coverage across a selection of target publications, including Conde Nast Traveller’s Hot List, The Daily Telegraph, The Times, Elite Traveler, The New York Times, Mail Online, London Evening Standard, BA The Club, The New York Post and The Sunday Times Travel Magazine.
As part of the integral opening team, Fox Communications, key AccorHotels executives and the hotel team held a branding workshop on island ahead of the opening to create the strategy, set the customer journey and communication positioning as Fairmont’s new flagship property.
Fox implemented a US & UK campaign to launch Fairmont Maldives to the luxury traveller. For the US market, which is known for brand loyalty, we played heavily on the Fairmont service promise, connecting guests with the best of the destination and the essence of the community. For the UK market, we highlighted the Coralarium and jungle tented villas. Secondary messages showcased how the connection to art and the Maldives was a key focus, with the art studio and Coralarium acting as a coral regeneration project.
Our multi-platform campaign made Fairmont Maldives stand out from the crowd by drawing upon the hotel’s portfolio of unique selling points. With this, we achieved feature-length coverage across a selection of target publications, including Conde Nast Traveller’s Hot List, The Daily Telegraph, The Times, Elite Traveler, The New York Times, Mail Online, London Evening Standard, BA The Club, The New York Post and The Sunday Times Travel Magazine.
In the year following the launch, we achieved over 200 pieces of coverage in A-list target publications, with a reach of 953,502,736 and garnering a PR value of £2,144,8967.
“Their work is excellent. The best agency I have worked with thus far. ”
Director of Business Development