Set on the western coast of Phu Quoc, La Festa is a one-of-kind destination heartfully curated to capture the imagination, discover the romance of travel and spark one’s sense of wonder. The Hotel is located at the heart of Sunset Town, an iconic waterfront retail and dining complex inspired by the Amalfi Coast, featuring a central bell tower resembling San Marco Plaza’s main attraction. With bold architecture and a bright Mediterranean palette, La Festa presents an immersive experience filled with joy and festivities, a celebration of friendship and love between people and cultures.

To celebrate its grand opening, Labbrand worked closely with the Hilton and Curio Collection teams to create a launch campaign strategy for La Festa with exciting, curated activities to introduce the property to esteemed guests within Vietnam and from other parts of the world, inviting them to explore this charming and spellbinding destination.

Challenge

As Vietnam’s largest island, Phu Quoc is rising to become one of the world’s leading destinations with many luxury hotels and resorts opening in recent years to attract tourists with beautiful accommodation atop incredible beaches, rich coastal waters, breathtaking sightseeing spots and enriching immersions. Most of these hotels, however, did minimal to celebrate the grand opening of their properties and missed out on establishing a strong presence from the get-go.

La Festa, being the first Curio Collection property in Vietnam, will require a more strategic, creative way in attracting and engaging audiences right from the beginning, using its iconic property and experience to set standards for others’ expectations on the Curio brand and reputation for the future.

Solution

To celebrate the opening of La Festa, Labbrand created a launch campaign strategy that is fronted with an overarching theme ‘Spark Your Inner Curiosity’. The campaign hopes to speak to the hearts and minds of travelers who are innately curious about exploring the wondrous spaces of Sunset Town, Phu Quoc, which are unlike any other major cities or islands in the region, and La Festa, an iconic property sitting right at the heart of its southern tip. With La Festa’s distinct Mediterranean appeal, the property is set to ignite that curiosity with its spectacular spaces and experiences that are created for them to ‘Imagine the Wonder’.

Supporting the overarching theme, Labbrand proposed activation ideas that innately intrigue travelers, appeal to their curious minds, and elevate their discovery experience. These ideas also weave in elements of surprise and delight and are recommended through an ideal content-channel mix for best reach, relevance, and engagement with target audience groups.

Additionally, creative solutions were also provided to enhance La Festa’s creative communications for the launch period and beyond, where Labbrand created designed a breadth of templates that are visually impactful yet highly aligned to the established Curio and La Festa brand standards.

Result

With the campaign strategy by Labbrand, La Festa is well-equipped to launch its property beyond a singular grand opening event through a meaningful theme and supporting activations that are made to inspire and intrigue travelers within Vietnam and from other parts of the world. The launch also serves as a spectacular opportunity for locals and tourists to familiarize with the Curio brand, inspiring future openings in the region.