PR REPRESENTATIVE OF THE LUXURY RESORT GRAND CHALET ALTAY
Grand Chalet Altay is a five-star family SPA resort located in the picturesque "Turquoise Katun" at the foot of the Tavdinsky caves on the banks of the Katun River, just 30 minutes from Gorno-Altaisk Airport.
Most of the resort area of 86,000 sq.m. occupied by coniferous forest and walking paths. The length of its own coastline is 500 meters.
Most of the resort area of 86,000 sq.m. occupied by coniferous forest and walking paths. The length of its own coastline is 500 meters.
For guests to stay on the territory of Grand Chalet Altay there is a two-story hotel complex with 55 rooms of various categories, including spacious suites, as well as 21 chalets ranging from 52 to 403 sq.m. The gastronomy of the resort is represented by 3 restaurants and a summer bar by the pool, the menus of which clearly demonstrate the almost limitless culinary possibilities. The main feature of the resort is the largest SPA in Altay with a complex of eco-steam rooms with an area of more than 2500 sq.m., as well as the largest outdoor heated pool in Altay with an area of more than 940 sq.m.
BRIEF
The technical opening of the Grand Chalet Altay resort took place on December 30, 2022, when the building with hotel rooms and the Sosny restaurant were opened. By the beginning of the summer season, the resort planned to launch most of the infrastructure, including chalets of various sizes and the largest SPA complex in Altay.
In January 2023, the management company Zont Hotel Group contacted SEA Company for help in creating a PR strategy for resorts and its further PR support.
By the time of the grand opening, it was necessary to form a clear and understandable PR and marketing positioning for the target audience, separating it from competitors. It was also necessary to create a favorable image in the media, fixing in the minds of potential customers the undeniable advantages of the resort to ensure high occupancy not only in the high season, but also in the off-season.
In January 2023, the management company Zont Hotel Group contacted SEA Company for help in creating a PR strategy for resorts and its further PR support.
By the time of the grand opening, it was necessary to form a clear and understandable PR and marketing positioning for the target audience, separating it from competitors. It was also necessary to create a favorable image in the media, fixing in the minds of potential customers the undeniable advantages of the resort to ensure high occupancy not only in the high season, but also in the off-season.
SOLUTION
After a preliminary audit of the project conducted by SEA Company employees, it was decided to start cooperation on comprehensive PR Representative, including the formation of an annual PR strategy and activity plan.
REALISATION
On the preparation stage of the implementation of the services was the formation of PR positioning and PR strategy for 2023, including the definition of tone of the voice, key messages and communication channels, a PR and marketing plan, and the creation of a complete press base.
The implementation of the strategy for the withdrawal of the resort in 2023 was carried out in several stages, including: a PR campaign announcing the opening of the resort, the inclusion of the resort in the loyalty program of key concierge agencies, a B2B campaign among luxury travel advisors, as well as the promotion of the gastronomic map and events of the resort on a monthly basis by generating informational occasions, inclusion in reviews of federal and regional media, organization of individual and group press visits, participation in awards and more.
At the beginning of 2024, a final report was prepared with indicators for the past 2023 and then an updated PR strategy for 2024 was formed, taking into account changes in market conditions and the goals set by the resort owner.
In 2025, following the successful completion of the year, a new PR strategy was developed, which is currently being implemented by SEA Company specialists.
The implementation of the strategy for the withdrawal of the resort in 2023 was carried out in several stages, including: a PR campaign announcing the opening of the resort, the inclusion of the resort in the loyalty program of key concierge agencies, a B2B campaign among luxury travel advisors, as well as the promotion of the gastronomic map and events of the resort on a monthly basis by generating informational occasions, inclusion in reviews of federal and regional media, organization of individual and group press visits, participation in awards and more.
At the beginning of 2024, a final report was prepared with indicators for the past 2023 and then an updated PR strategy for 2024 was formed, taking into account changes in market conditions and the goals set by the resort owner.
In 2025, following the successful completion of the year, a new PR strategy was developed, which is currently being implemented by SEA Company specialists.
RESULTS
FOR THE 6 MONTHS OF 2025
1
55 publications about the resort have been published in federal, regional and industry media, of which: 2 interviews, 20 editorial articles, 13 editorial news, 20 editorial reviews. The AVE indicator was 189 780 euros.
2
Individual visits of journalists and opinion leaders are provided, including: RBC Style, Rossiyskaya Gazeta, Men Today, Business FM Novosibirsk, Sobaka Novosibirsk, travel blogger Alexander Kondrashov and others.
3
A press tour was organized for the federal media, which was attended by representatives of: Aeroflot, Aeroflot Premium, Woman.ru, Interior + Design, BURO., TheDAY, U Magazine, Psychologies.
4
The resort has won 2 awards:
- the fourth annual federal award in the field of luxury travel Travel Time Awards 2024 in the nomination "The best Russian eco-resort";
- the annual gastronomic award "What and Where to eat in Siberia" of the Sobaka magazine in the nomination "The best place for a romantic dinner".
- the fourth annual federal award in the field of luxury travel Travel Time Awards 2024 in the nomination "The best Russian eco-resort";
- the annual gastronomic award "What and Where to eat in Siberia" of the Sobaka magazine in the nomination "The best place for a romantic dinner".
5
A guest dinner was initiated and organized by the chef of the resort's restaurant, Evgeny Maslovsky, at the St. Petersburg restaurant "Bathers" and a return visit by chef Stanislav Levokho to Altai was provided.
FOR THE 12 MONTHS OF 2024
1
104 publications about the resort have been published in federal, regional and industry media, of which: 2 interviews, 37 editorial articles, 35 editorial news, 30 editorial reviews. The AVE index was 415 244 euros.
2
3 press tours were organized for the federal media, which were attended by representatives of Lenta.ru , Gazeta.ru, Kommersant Style, Aeroflot, Aeroflot Premium, S7, Grazia, Marie Claire, U Magazine, The VOICE, Robb Report, The SYMBOL, OK Magazine, My Decor, Woman.ru , Afisha, Aeroexpress, Discovery Russia, Time Out, Stolnik.
3
Individual visits of journalists and opinion leaders are provided, including: Robb Report, RBC Style, Dog Novosibirsk, Business FM, Salon Interior, Ksenia Borodina, Olga Orlova, Ksenia Sobchak, Boris and Irina Zarkov, Vyacheslav Makakarov and others.
4
Filming about the resort was organized on a YouTube channel with a reach of more than 1 million people.
5
The resort has won 3 awards:
- the annual federal award in the field of luxury travel Travel Time Awards 2023 in the nomination "The best premium chalet for family holidays";
- the first Voyage travel award of the Rules of Life magazine (ex. Esquire) in the nomination "The Best Natural Hotel in Russia";
- the "Made in Siberia" award for contribution to the development of entrepreneurship in Siberia.
- the annual federal award in the field of luxury travel Travel Time Awards 2023 in the nomination "The best premium chalet for family holidays";
- the first Voyage travel award of the Rules of Life magazine (ex. Esquire) in the nomination "The Best Natural Hotel in Russia";
- the "Made in Siberia" award for contribution to the development of entrepreneurship in Siberia.
6
Cross-marketing cooperation has been organized with the premium Pride Wellness Club, the Rolf car dealer and the Moscow City Golf Club.
7
Has been implemented marketing campaign in conjunction with the premium shopping platform Elyts.
8
Was initiated and organized gastro dinner with the Executive Chef of the resort restaurant «Sosny» mr. Evgeny Maslovsky at the Moscow restaurant SIMACH. After was provided a return visit by Executive Chef of Simach restaurant mr. Andrey Kaplunov to Grand Chalet Altay.
9
A tour dinner of the #SibirSibir restaurant team was initiated and organized at the Grand Chalet Altay with the support of Sobaka Novosibirsk magazine and Business FM Novosibirsk. The return dinner of the resort's chef is scheduled for 2025.
10
The resort was included in the TOP 10 best designer hotels in the world in 2024 according to My Decor magazine (ex- Elle Decoration).
FOR THE 9 MONTHS OF 2023
1
64 publications were released in federal and regional Russian media, including 32 editorial articles, 18 editorial news and 14 editorial reviews. The AVE (Advertising Value Equivalency) was over 243 800 euros.
2
Resort won in nominations as:
- «Opening of the year» by the annual award Travel Time Awards 2023;
- «Best SPA hotel» by the annual National Hotel Awards 2023;
- «Best Russian resort» by the annual rating of Robb Report Russia magazine;
- «Rising Star of Siberia» by the annual of Sobaka magazine award «What’s Where Eat in Siberia».
- «Opening of the year» by the annual award Travel Time Awards 2023;
- «Best SPA hotel» by the annual National Hotel Awards 2023;
- «Best Russian resort» by the annual rating of Robb Report Russia magazine;
- «Rising Star of Siberia» by the annual of Sobaka magazine award «What’s Where Eat in Siberia».
3
2 press tours were organized with the participation of representatives of the largest federal inform agencies, business and glossy media: Forbes Russia, Robb Report, RBC Style, Aeroflot, Aeroflot Premium, S7, Noviy Ochag, Grazia, Marie Claire, The VOICE (ex. Cosmopolitan Russia), Interfax, Men Today (ex. Men’sHealth Russia), The SYMBOL (ex. Harper’s Bazaar Russia), Wday, People Talk, Stolnick Ekaterinburg.
4
An individual visits of journalists were organized by the federal glossy media: Forbes Russia, Kommersant Style, Russian Newspaper, Russian Traveler (ex. National Geographic) Russia, Sobaka Novosibirsk and others.
5
Was organized and conducted participation in the webinar "Discover Russia with Alean" by Alean Tour operator.
6
The resort restaurant «Sosny» became a participant of the Alexander Sysoev gastronomic festival «New Names», where it presented a tasting set of Altai specialties.
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Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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