Bound & Beyond has appointed Petrie PR as its first retained PR agency partner for an initial 12-month remit.
Under the appointment, Petrie PR will serve as the company’s dedicated communications agency, overseeing corporate communications and media relations for Bound & Beyond. The agency will also support the group’s brand storytelling, leadership visibility and media engagement efforts across the luxury travel, lifestyle, hospitality and business sectors.
There was no competitive pitch process involving multiple agencies. However, Petrie PR was invited to present its proposed campaign approach and recommendations to the client as part of the appointment process.
The appointment also comes without an incumbent, as Bound & Beyond had not previously worked with a retained PR agency.
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Bound & Beyond is a Thailand-based hospitality and lifestyle group behind luxury hospitality and dining destinations including Four Seasons Hotel Bangkok at Chao Phraya River, Capella Bangkok, Zephyr and Jul’s. The group is also preparing for several upcoming launches later this year, including The Moken Club and its new hotel brand KAIA Koh Phangan.
Petrie PR was chosen following its work with KAIA, one of Bound & Beyond’s brands. The agency’s performance and strategic counsel on the brand helped build the client’s confidence, leading to an expanded appointment to manage communications for the broader Bound & Beyond portfolio, said Petrie PR when MARKETING-INTERACTIVE reached out.
Bound & Beyond said its approach is centered around meaningful luxury, cultural resonance and experience-led hospitality, as it looks to strengthen its footprint within the global luxury hospitality and experiential lifestyle landscape.
The win adds to Petrie PR’s growing list of luxury hospitality clients, which includes Aman, Hyatt, The Datai Langkawi and Kempinski Hotels, strengthening the agency’s foothold in the sector.
Outside of hospitality, the agency has also worked with brands and organisations such as the Singapore Tourism Board, Department of Tourism, Bhutan and Moët & Chandon.
Photo courtesy of Bound & Beyond, Facebook.
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