Client: Porto Montenegro, a premier luxury super-yacht destination located on the Bay of Kotor along Montenegro’s Adriatic Coast. The destination boasts a 460-berth superyacht marina, the five-star Regent Porto Montenegro Hotel, high-end international fashion boutiques and a vibrant dining scene.
Challenge: Earlier this year, Porto Montenegro enlisted Relevance International to introduce the destination’s two newest neighborhoods: Boka Place, featuring 213 managed and private residences along with the first SIRO hotel, a new fitness-infused concept by Kerzner International; and Synchro Yards, comprising AERIS residences and IVO residences managed by the five-star Rare Finds hotel, also a flagship of Kerzner International.
Solution: Relevance International led a comprehensive multi-market PR campaign to achieve the following objectives:
- Execute Media Events: Organized strategic media events in key target markets globally to generate awareness and build excitement around the new developments.
- Highlight South Village: Positioned the existing South Village as a testament to the destination’s ongoing success and appeal.
Promote Inward Tourism and Investment: Highlighting Montenegro as the second-fastest-growing travel and tourism economy in the world. - Create FOMO: Leveraged the Fear of Missing Out (FOMO) among Ultra-High-Net-Worth Individuals (UHNWs) who seek to stay ahead of trends and desire a Mediterranean location beyond the well-known destinations of Greece, Italy and Croatia.
Results:
- Secured coverage valued at over £2 million in advertising across China, the UK, France and Germany.
- Hosted intimate media events in Shanghai (Nov 23), Hong Kong (Nov 23), London (March 24), Paris (May 24) and Frankfurt (April 24), resulting in extensive coverage and press trips. Upcoming events are scheduled in New York (Sept 24) and Dubai (Oct 24).
- Completed a series of press trips with prominent publications including The Daily Telegraph and Hello! Currently, press trips are in progress with Financial Times (How to Spend It), Mansion Global and Forbes.
- Secured broadcast coverage with TF1 and BFM Business, leading French national TV channel