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.