The Mission:

Create a memorable opening event that would set the tone for the luxury resort Pullman Lijiang brand.

The Problem:

Making an impression and standing out to an increasingly jaded media and consumer audience in a market that was becoming increasingly crowded with high-end resorts.

The Solution:

A very different opening event with fun activities, each linked to a brand value. Treasure hunts to discover the secrets of the destination, instead of speeches, Naxi guests instead of movie stars, and creative ways to connect with each other and the destination in person & digitally.

The event created a media buzz, and with brand values integrated into activities, coverage set the tone for the resort.