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Launching Mekong Kingdoms
Tasked with the launch of Mekong Kingdom’s new, ultra-exclusive river boat cruise in Thailand, 2BPR set out to introduce the luxurious, two-cabin Gypsy to high-end North American travelers in June 2018. The goal was to garner A-list press coverage highlighting the meticulous design & superior quality of the vessels, enticing new customers, and establishing Mekong Kingdoms as the most desirable, first-class option in bespoke river boat cruising along the Mekong River.
Strategy
Key Tactics & Effective Engagement
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Early buzz created by pre-launch-date media teasers
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Examination of editorial calendars guided strategic outreach to national media with long-lead story angles
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Tailored letters of introduction with expanded details sent to influential US & Canadian editors
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Ensured positioning and coverage by individually pitching award-winning adventure travel writers & luxury lifestyle influencers
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Coordinated in-person client meetings with trade and consumer media
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Hosted intimate media dinners in New York & Los Angeles with Mekong Kingdoms executives
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Extended invitations to hand-selected A-list journalists for exclusive opportunities to be first on-board the Gypsy’s maiden journeys
Results
Exceptional Value & Reach
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Time frame: January 2018 - January 2019
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Reach: 109,361,782
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Clips: 94
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PR Value: $5,953,966
Hailed as one of the hottest new cruise offerings by media, in the first ½ year Gypsy received coverage in more than 94 influential publications on and offline; including full-spread features in Condé Nast Traveler, WSJ Magazine, and prominent coverage in Travel + Leisure, Robb Report, Town & Country, Food & Wine and more.
