We began our relationship with the family who own Keemala when construction was in its infancy. We were impressed with their vision and determination to build something unique in Phuket. Their desire to offer a totally authentic experience to guests fuelled the entire branding process and brought it to the heady heights that Keemala is now well known for globally.
We conducted in depth market research as part of the initial branding process; from the analysis of the results of focus groups and study we formulated the brand DNA. The visual identity is what you can see now; both in the marketing materials and the overall architecture, the ethereal and wonderland concept that a stunning villa property set within the atmospheric woodlands evokes was something very strong and different to work with.
Finalising the visual marketing identity was complex as the story of the Keemala clans is actually fictional; how on earth do we package and present this in a format that is not twee? We worked with our creative director who applied illustration and rich textures and colours to the look and feel of the brand. We also worked with our trusted photographer who also understood the emotion we needed to present at Keemala. Iconic architectural images of the Bird's Nest Pool Villas and the Tree Pool Houses are now used on the front covers of some of the leading design and travel magazines all over the world including Sleeper Magazine, Architectural Digest, Conde Nast Traveller and more.
Keemala is by no means standard, it has magic, a story, wellness, opulence and above all the family wanted to keep a 'village' feel at Keemala and a real sense of place. Whilst providing the decadence of a luxury resort, the focus is to allow guests to immerse in a more natural ambience. Phuket's culture was and always will be the main artery that pumps the lifeline around Keemala and subsequently its marketing reach.
The PR strategy was formulated 18 months before opening. This allowed us ample time to drip feed to the media information and heighten awareness and intrigue. It was a joy to work with owners who understood the importance of long lead-time and also allowing us the time to prepare the full press kit and photos so we were armed with the tools to do our job very well. We also implemented a social media campaign before the opening and all followers and interactions are real.
Keemala is now open and we are still enjoying a steady stream of media visits and coverage, and will continue to revitalise the marketing on an ongoing basis. We are currently working on producing a film for the resort that will break the mould of conventional hotel slideshows.