Zanzibar Amber
A relationship spanning two engagements. In 2017, the brief was to build international launch visibility for Zanzibar Amber Resort: a $1bn development positioned in the press as Africa's largest resort, anchored by an Ernie Els signature golf course and a Ritz-Carlton hotel, with the story carried from South African broadcast and business media to travel, lifestyle and financial press worldwide. In 2022 the resort, by then renamed Blue Amber Resort, brought the relationship back for its next phase: social media strategy, lifestyle content production, and website and brand consultancy.
A resort story, told worldwide.
PR coverage value generated, Jan to Jul 2017 (ZAR 18,128,723)
Coverage features verified across broadcast, print and online
Unique publications carried the story
Countries reached, from the US and UK to China and Australia
Per the Zanzibar Amber Resort coverage report, January to July 2017 (Meltwater and Newsclip monitoring). Ad-value equivalent for the same window: R6.07M. 271 of the 381 features were directly agency-secured; the balance is organic syndication and pickup of the campaign story.
One landmark story, many angles.
The campaign was built on the angles global media could not ignore: the scale of a $1bn development, the prestige of an Ernie Els signature golf course, the arrival of The Ritz-Carlton in Zanzibar, and the investment story carried by business press and property media through Pam Golding Property Group.
Each angle was packaged for its channel: broadcast interviews on CNBC Africa and national radio, long-lead features in travel and lifestyle magazines, and a steady online narrative that syndicated across five continents, landing the resort in the Financial Times print editions in both the US and Europe.
Five years on, the return engagement moved from publicity to platform: a full social media and website content audit, a refreshed content strategy, and directed lifestyle content production on the island to give the renamed Blue Amber Resort a bank of owned assets for the next chapter.
An island resort, at global scale.
