Launching a luxury resort in the middle of a global pandemic isn’t just difficult — it’s a reputational high-wire act. With safety concerns at an all-time high and travel sentiment at an all-time low, Ayatana’s debut in Coorg needed to strike the perfect balance: communicate confidence without sounding tone-deaf, sell serenity without dismissing the moment. And they had to do it with zero paid media — relying entirely on the power of PR and word-of-mouth.
Our Approach
We focused on building confidence, connection, and cultural relevance — all through earned media. We crafted a narrative around safety, serenity, and sustainability, presenting Ayatana not just as a destination, but a much-needed escape. Curated exclusive media interactions with the leadership team helped anchor the story in purpose and people, giving the brand a strong, relatable voice.
To amplify the experience, we invited top-tier media houses like Condé Nast Traveller, Travel + Leisure, and Indulge for immersive stays — letting the property speak for itself. We also activated a strong editorial engine with strategic press notes, event calendar placements, and consistent touchpoints to keep the buzz alive — achieving 100% brand mentions across every piece of coverage.
The Impact
From Quiet Debut to Full Occupancy — All Through Earned Buzz
From a quiet debut to full occupancy — our earned media strategy helped Ayatana reach over 140K high-intent users organically through targeted editorial coverage. We ensured 100% message delivery and brand mentions across all earned media, effectively elevating Ayatana’s positioning from the “new kid on the block” to a trusted name in hospitality.
Most notably, this translated into tangible results: 90–95% sustained occupancy across all properties, even in a volatile market. We helped Ayatana launch not just a resort, but a movement toward mindful, meaningful travel. Through steady, smart, and safety-first storytelling, Ayatana emerged as the go-to luxury escape for the new-age traveler.
Organic reach via editorial coverage
Message delivery & brand mentions
Sustained occupancy across properties
