Unveil Eden | Digital Public Relations
Service Provided:
Digital Communications
KOL Management
Media Relations
Media Production
The Brand Story
Introducing Eden Bay at Premier Village Phu Quoc Resort was a bold step towards transforming the resort's image from a family haven to a romantic retreat. Previously known for its family-friendly, minimalist villas, the resort needed to shift its brand perception to attract couples and intimate groups. Eden Bay’s lush, maximalist design and tropical vibrancy were a stark departure from the resort's usual aesthetic, presenting a challenge: how to convincingly reposition the brand and communicate its new identity to a different audience.
Strategic Approach
My strategy began with thorough market research, identifying the evolving landscape of luxury travel and the desire for unique, romantic experiences. This insight led me to target three key demographics: young couples aged 25-35 seeking honeymoon destinations, groups of friends celebrating special occasions, and mature couples aged 35-55 looking to commemorate anniversaries.
My team and I crafted a multi-phase campaign designed to transition Eden Bay from an intriguing concept to a sought-after destination.
Results & Outcomes Overall Campaign
1,4M
Social Reach
15
features
Media Coverage
$12,2K
Media Value
Phase 1
Teasing ignited curiosity by positioning Eden Bay through engaging social media teasers and an editorial feature in Saigoneer, creating buzz and anticipation ahead of the full launch.
Results & Outcomes Phase 1
25K+
Social Reach
5
features
Media Coverage
$4K
Media Value
Phase 2
Launch focused on leading potential customers' interest towards Eden Bay’s offerings. Collaborating with Julia Doan and L'Officiel, I showcased her love story through captivating visuals and narratives that positioned Eden Bay as a romantic escape. This phase included launching a dedicated website and social media channels, along with features in Travellive to amplify reach and interest.
Results & Outcomes Phase 2
50K+
Social Reach
features
7
Media Coverage
$5,7K
Media Value
Phase 3
Maximization intensified engagement with a social media contest featuring the theme “Eden souls intertwining,” encouraging couples to share their love stories. The contest offered a special prize of a one-night stay with a private dinner at Eden Bay, and was further amplified by a YouTube launch in collaboration with the famous couple Kien Hoang and Heo Mi Nhon.
Results & Outcomes Phase 3
1,2M
Social Reach
3
features
Media Coverage
$2,5K
Media Value
Insights & Future Pathways
The campaign’s success underscored the effectiveness of a phased approach in building brand awareness and driving engagement. Moving forward, similar strategies can be employed to launch new concepts or reposition existing offerings, ensuring that each phase aligns with the target audience’s expectations and emotional triggers. Future campaigns could further leverage data insights to fine-tune messaging and optimize engagement strategies, creating a more personalized experience for the audience.
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