Client
Fairmont Fujairah Beach Resort
Sector
HospitalityServices
PR, Digital, MediaRegion
UAE · International
Year
2025
★ Results
The numbers,
in order.
+187%
Pre-opening enquiries vs brand benchmark
11M
Earned-media impressions in launch quarter
82%
Opening-month occupancy (forecast: 54%)
14
Tier-1 international press placements
★ The brief
Open in Fujairah like it’s a destination.
Open a new luxury beach resort on the East Coast — a stretch of coastline most international travellers can’t place on a map — with the demand profile of a mature destination.
The Fairmont team came to us 14 months before opening. The property was beautiful, the team was strong, but Fujairah as a destination was undersold to the audiences that would actually pay the room rate.
Build pre-opening demand. Secure tier-1 international coverage. Trade at a healthy ADR from day one — without leaning on the discounting playbook that usually shortcuts this.
★ Approach
Three moves.
Reposition the destination, not just the property.
A 90-day editorial push to UK, German, and GCC travel press repositioned the East Coast as the GCC’s quiet alternative to Dubai. Property coverage came after the destination story landed.
Earned over paid, deliberately.
We held back paid spend until the editorial layer was working. The first three months were entirely PR-led — building stories, securing site visits, placing the GM in three international publications.
Soft launch with the right 200 people in the room.
A pre-opening 200-guest weekend brought regional GMs, international travel editors, and four key UAE-based KOLs. The coverage that followed gave the property a credible launch surface on day one of public booking.
★ Said about the work
“TIA didn’t pitch us a launch campaign. They pitched us a destination strategy with the launch underneath. That was the difference between a busy opening week and a busy opening year.”
— General Manager · Fairmont Fujairah
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