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Pre-opening PR services of the new luxury hotel Miracleon Dusit Thani Resort & SPA Anapa

Miracleon Dusit Thani Resort & SPA Anapa is the first hotel of the international Thai brand Dusit Thani in Russia and the new flagship of the premium cluster of the year-round Miracleon spa resort on the Black Sea coast. The hotel is located on the first coastline and offers a new format of holiday for the Russian market – Luxury Ultra All Inclusive – combined with the philosophy of "quiet luxury" and the traditions of Thai hospitality.
The seven‑storey complex features 182 rooms and suites ranging from 45 to 180 sq. m. with panoramic sea views, including categories with private heated pools and spacious terraces. The hotel's infrastructure includes Russia's first spa complex of the international brand Devarana Spa, two year‑round rooftop infinity pools, a private sandy beach, signature and Pan‑Asian restaurants, wellness areas, and extensive resort facilities.

The official opening of the hotel took place on May 29, 2026 and became a landmark event for Russia's hospitality industry, marking the entry of the international brand Dusit Thani into the Russian market. The project was completed within two years with an investment volume of 39.28 million euro.

BRIEF

In preparation for the opening of the new flagship property, the Miracleon resort again turned to SEA Company to implement a comprehensive federal PR-campaign. The main objective of the project was to build high brand awareness for the new hotel prior to its opening, generate sustained interest from the media, the travel market, and potential guests, and position the property as one of the most significant hotel launches of 2026 in Russia.

SOLUTION

To achieve the investor's objectives and drawing on accumulated experience in comprehensive PR promotion of the entire Miracleon resort in federal media, it was decided to launch a 6‑month "PR Support of the Opening" package.

REALISATION

In the first stage, SEA Company specialists developed a comprehensive pre‑opening and grand opening PR strategy aimed at establishing a strong media presence for the hotel in the federal media space. The campaign was based on a phased promotion of the project at different stages of its launch: from announcing the construction and preparation for opening, to information support for the soft opening, organizing press events, and covering the official opening ceremony. Particular emphasis was placed on the project's unique advantages: the first entry of the Dusit Thani brand into the Russian market, the "quiet luxury" concept, Russia's first Devarana Spa complex of the international brand, and the Luxury Ultra All-Inclusive format.

The second stage of the project involved a full cycle of PR support for the hotel opening, which included:
  • development of a launch communication strategy, including an advertising media plan;
  • creation and distribution of press releases at the federal and industry levels;
  • building and expanding the media database;
  • engagement with journalists from travel, business, and lifestyle publications;
  • arranging publications about the preparation progress;
  • information support for the hotel's soft opening;
  • organization and coordination of advertising placements in federal media;
  • monitoring of publication activity and analytical reporting;
  • organization of PR support for the grand opening ceremony.

The culmination and third stage of the project was the grand opening ceremony of the hotel May 29, 2026, attended by representatives of federal and regional authorities, management of the international hotel group Dusit International, business partners, tourism industry representatives, and journalists from federal news agencies, business, glossy, and in‑flight magazines in Russia. The event received extensive coverage in federal, regional, and specialized media.

The fourth and final stage was the preparation of a press clipping report in the form of a detailed performance summary with digitized publications indicating their quality.

RESULTS

FOR 6 MONTHS OF WORK

1
All necessary press materials for the hotel about its culinary offerings and spa services were created, reviewed and approved. They were used during pre‑opening, then throughout the press office's daily work.
2
Advertising placements were arranged in federal business and glossy media, including Forbes, Vedomosti, Mnenie Redaktsii, Aeroflot Premium, Marie Claire, Men Today, Robb Report, RBC, and others.
3
Over 120 publications with announcements and post‑releases about the hotel opening were secured. The total AVE value exceeded 952 000 euro, with an OTS (Opportunity To See) of over 450 million.
4
A press tour was organized as part of the grand opening ceremony, with participation from journalists representing Russia's federal business and glossy media: Forbes, RBC, Interfax, Lenta.ru, Men Today, U Magazine, Marie Claire, Aeroflot Premium.
PUBLICATIONS

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