Client
On the south west side of Mahé at Petite Anse, Four Seasons Private Residences Seychelles, sits above a secluded bay, which shelters one of the finest beaches in Seychelles. In this Jurassic granite landscape are 28 individually designed villas by award-winning architect Chong Yew Kuan, each with uninterrupted views of the Indian Ocean. Construction for the project is well under way and the first eight villas will be complete later this year. With prices starting at $7 million, the target audience is international high net worth individuals.

Objective
Working with sales agents Hamptons International, a property, lifestyle and destination team at Four has devised a campaign to drive sales across a number of territories, create stand-out for Four Seasons Private Residences, target journalists on key publications to stimulate interest and investigate partnerships with other luxury brands.

Solution
Four’s strategic approach has been to target high net worth individuals based in the UK but also to reach other key territories such as the Middle East, India and Russia where there is a concentration of super-rich individuals. A number of press visits were organised, with journalists from titles such as The Spectator, Conde Nast, Country Life and Asian Tatler, as well as placing coverage in titles such as Vanity Fair, Ultra Travel and FT How to Spend It. Four’s office in Dubai ran a campaign aimed at publications read by the international set based in the Middle East while co-ordinating activity by affiliate agencies in India and Russia.

Results
At this stage of the campaign, Four has produced some excellent coverage in the target media, driving traffic to the website and creating sales interest for Hamptons. Four has also created key partnerships among luxury travel brands.