Organization of a press tour for the grand opening of the first Dusit Thani resort in Russia
Organization of a press tour for the grand opening of the first Dusit Thani resort in Russia
Miracleon Dusit Thani Resort & SPA Anapa is the first hotel of the international luxury 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‑story 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.
BRIEF
As a part of the project to provide Pre-opening PR Support service, the objective was to organize a press tour for leading national business and lifestyle media. The aim was to generate a media coverage of the hotel’s grand opening, scheduled for May 29, 2026, which brought together representatives of the federal and regional authorities, senior executives of the all-season SPA resort Miracleon and international hospitality group Dusit International, as well as the business partners and representatives of the travel industry.
REALISATION
- The detailed press tour program has been prepared for 5 nights/6 days.
- A list of media for the invitation has been prepared and agreed with the resort. It included and was attended by Forbes Russia, Lentra.ru, Interfax, RBC Style, Men Today (ex. Men’s Health Russia), Aeroflot Premium, Marie Claire, U Magazine (ex. InStyle Russia).
- Full coordination of the press tour has been ensured: inviting journalists, buying tickets, accompanying participants 24/7.
- All the information necessary for publications – press releases, pictures - has been prepared and provided to the participants of the press tour.
RESULT
- The top officials of the leading Russian media took part in the press tour.
- The grand opening ceremony received wide coverage in federal, regional, and travel industry media.
- For the systematic and regular appearance of the information about the resort after its grand opening, the PR publication plan after the press tour was scheduled for the upcoming 5 months.
- Performance indicators: total AVE amounted to more than 150 000 euros, the OTS index was more than 100 million people. The cost of organization amounted to less than 15% of AVE when calculated based on internal costs at open-market rates, and less than 6% when taking into account direct costs only.
PUBLICATIONS AFTER PRESS TOUR
WOULD YOU LIKE TO ORGANIZE A PRESS-TOUR FOR THE HOTEL GRAND OPENING?
JUST SEND A REQUEST TO ORGANIZE A PRESS TOUR!
JUST SEND A REQUEST TO ORGANIZE A PRESS TOUR!
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