Turner PR was selected to support residential sales efforts at Banyan Tree Mayakoba in Riviera Maya, Mexico. Known for its naturally elegant, Eastern-inspired resorts, Banyan Tree marked its foray into the Western Hemisphere with a rarefied real estate offering at Mayakoba, the most exclusive enclave of luxury resorts on Mexico’s Riviera Maya. Focusing on the benefits of owning a piece of this world renowned brand with its Asian hospitality and world class spa, our team secured more than 890 million impressions and $170 million in media value to support the sales team. Our coverage included Town & Country, New York Post, Departures, Huffington Post, Ocean Home, Private Air, Robb Report, USA Today, The New York Times, Conde Nast Portfolio, Forbes Life and much more. We executed media tours in key markets and sneak peek FAMs prior to the hotel opening to ensure luxe travel and real estate writers in the U.S. and Canada became familiar with this brand well-known in other parts of the world. Stories included detail on the unique real estate offering with anecdotes from buyers; the vivacious town of Playa del Carmen and cultural and culinary options in Riviera Maya; the Greg Norman designed course, El Camaleon, and the annual PGA tour event; the natural ecosystem of dunes and freshwater lagoons; the pristine coastline which is home to the second-largest coral reef in the world. Our PR efforts shifted dramatically after the market crash of 2008 as the media landscape changed, with less outlets for real estate coverage and less talk on luxury. A series of SEO centric releases were aligned with the real estate marketing messaging to ensure buyers knew the developer was moving forward and the hotel was open for guests. Consumer confidence and second home real estate purchases dipped even further after Mexico’s swine flu and crime scares, so we worked to spread positive stories on tourism in Riviera Maya and the privacy and exclusivity offered at Mayakoba.
“Turner PR was selected due to their knowledge of, and connections within, the luxury hospitality, leisure and travel industries, particularly in the US. Being a new brand to the Americas it was very important for us to find a partner who could understand quickly the uniqueness of the brand and overall experience that is Banyan Tree. Turner PR appreciated the importance of Banyan Tree’s award winning spa product, the unique pool villa concept, our environmental sensitivity, and the group wide commitment to Corporate Social Responsibility. This was evident in the successful campaigns, numerous press visits, and extensive media coverage that Turner PR was able to achieve on our behalf. Turner PR’s team was professional at all times, and I would have no hesitation in recommending them for any similar opportunity.”
John Searby, former Vice President, Corporate
Banyan Tree Hotels & Resorts