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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

  • Early buzz created by pre-launch-date media teasers

  • Examination of editorial calendars guided strategic outreach to national media with long-lead story angles

  • Tailored letters of introduction with expanded details sent to influential US & Canadian editors

  • Ensured positioning and coverage by individually pitching award-winning adventure travel writers & luxury lifestyle influencers

  • Coordinated in-person client meetings with trade and consumer media

  • Hosted intimate media dinners in New York & Los Angeles with Mekong Kingdoms executives

  • Extended invitations to hand-selected A-list journalists for exclusive opportunities to be first on-board the Gypsy’s maiden journeys

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Results

Exceptional Value & Reach

  • Time frame: January 2018 - January 2019

  • Reach: 109,361,782

  • Clips: 94

  • 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.