THE RUB: As the world shut down and travel came to a halt in the wake of Covid, we knew that face to face meetings with journalists in New York would be next to impossible. As the still-under-construction Amrit Ocean Resort & Residences continuted on its opening trajectory, it was important for the new resort to stay top-of-mind with key media players and for the personalities behind the brand to share their story and keep up the momentum of nearing the launch.

THE WORK: We curated a tight and targeted list of top editors and freelance writers and orchestrated a virtual face-to-face via Zoom on #WellnessWednesday to announce the hotel’s new online booking portal. S’Well put Dilip and Shama Barot, the father and daughter owners of Amrit front and center of the call, talking about the vision of their family to bring this wellness resort and community — with 100,000 square feet of dedicated, world-class wellness amenities — to the world as Dilip told story of how his humble beginnings of growing up in a 300 square foot apartment above a temple with his family of 9 led him to not only live a life of mindfulness but to be one of the largest real estate developers in the US. We invited the destination PR team from Discover The Palm Beaches, FL to particpate and talk about the wellness offerings of the location.

RESULTS: We had 20 RSVP’s for the call, including writers from The New York Times, The Wall Street Journal, NPR, Organic Spa Magazine, Robb Report, Veranda, Forbes Travel Guide, CNN Travel, Spirituality and Health, Palm Beach Illustrated, Bloomberg, WWD, Travel + Leisure and National Geographic Traveler. From this call, six stories were placed including Veranda featuring the property in a story titled, “The 24 Most Anticipated Luxury Hotel Openings of 2021” and Forbes in a feature titled, “The Most Exciting U.S. Hotels Opening in 2021. With 2020 coverage totalling a media value of $269,000 and with more than 459 million impressions (UV), the property enjoyed tremendous coverage leading up to opening. The pickup continues as the seeds were planted for launch and post-launch coverage with these very important media outlets.