Shambala is the name of a mythical land associated with spiritual knowledge, whose discovery was one of the pursuits that occupied philosopher and artist Nicholas Roerich for many years. During his trans-Himalayan expedition, he described Altai as a place where the material and subtle worlds meet. At the hotel, this philosophy is expressed through the idea of mindful rest, restoration, and inner renewal. The project’s gastronomic offering is complemented by “Ptichka by Novikov,” the first Novikov Group project in Altai, specializing in contemporary Georgian cuisine with an emphasis on local ingredients. The property also features a Medical Spa center with a thermal area and spa programs, as well as the first and only outdoor infinity pool in Altai.

Domina Altai “Shambala” boutique hotel opened in December 2025 in “Biryuzovaya Katun,” one of Altai’s fastest-growing tourist clusters. At the soft-opening stage, 33 designer chalets were made available for booking, along with “Ptichka by Novikov”, Arkady Novikov’s first restaurant project in the region. The opening of the remaining facilities, including the spa complex and outdoor infinity pool, was scheduled for spring–summer 2026. Given the highly competitive market, as well as SEA Company’s existing contract to promote the “Sibirskaya Moneta” resort, the hotel’s management approached SEA Company to develop the hotel’s PR positioning and establish it within the region’s premium tourism market.

To achieve the set objectives, the decision was made to launch work under the “PR Representative in Russia and CIS” package which includes a comprehensive set of tools required to promote a new hotel. The PR strategy focused on consistently communicating the concept and key advantages of Domina Altai “Shambala”, generating newsworthy opportunities, and ensuring a regular presence for the project across leading national and regional media outlets.

The first stage of the project was the PR packaging of the product: developing the destination’s story and creating an image-building press release that accurately conveyed the hotel’s philosophy and concept while highlighting its distinctive advantages.

The second stage involved a large-scale PR campaign dedicated to the hotel’s launch across national, regional, and industry-specific media.

The third stage focused on maintaining the hotel’s consistent presence in the media landscape: generating newsworthy opportunities, pitching journalists to secure editorial coverage, arranging individual journalist visits and group press trips, and supporting the project’s participation in industry awards. During the first months of the campaign, particular attention was given to news agencies and leading lifestyle publications capable of delivering broad reach among the target audience and establishing the property’s reputation as one of the most notable premium tourism projects in Altai.