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Case Study - ONYX Hospitality Group

Oriental Residence Bangkok

A trade and media launch

Case Study - ONYX Hospitality Group

Hills Balfour handles PR, sales and marketing for Thailand-based hotel management company, ONYX Hospitality Group, which includes hotel brands and properties across Asia-Pacific, the Indian Ocean and the Arabian Gulf.

In 2012, Hills Balfour was responsible for the media and trade launch of Oriental Residence Bangkok. Our PR objectives included building the profile of the property within UK media and securing full-page hotel reviews within three high-end media. Our trade targets included increasing tour operator product and trade booking channels for Oriental Residence Bangkok, as well as training agents on how to sell the property.

Our PR team distributed a press release on the opening of Oriental Residence Bangkok to build general awareness on the property, before identifying and targeting luxury media outlets to undertake individual press trips. Hills Balfour’s launch PR activity resulted in four media visits and 34 pieces of coverage for Oriental Residence Bangkok, including high-end media Harper’s Bazaar, Tatler, Centurion, TTG Luxury, The Independent and Glass Magazine.

On the trade side, Oriental Residence Bangkok was introduced to tour operators through a series of one-to-one sales calls. This resulted in the property being added to the portfolios of tour operators including DialAFlight, Destinology, Best at Travel, Miki Travel and Tropical Sky.