Creative Inhouse, Bangkok, Thailand

The challenge:  To create a new hotel brand in Asia and launch Thailand’s first “destination resort’’ on the paradise island of Koh Samui. Himmapan Beach Samui Resort & Spa is a project of vast scope, comprising three phases of hotel suites ranging from absolute beachfront to mountain-top, sprawling over a 100-acre site, plus facilities on a scale unseen before on the island, or indeed in Thailand. The first stage was to create a compelling story to attract investors to this “buy-to-let’’ project, while also beginning to build a strong brand image that would attract hotel guests once the first phase comes online in 2009. The brand also had to overcome negative perception relating to a previous failed project on the same site, and a wild local rumor mill concerning the legality of land titles. 

Inhouse solution: The creative idea sprang from the merging of the Himmapan story – a mystical forest in Thai mythology located just below the Buddhist heavens in the high Himalayas, invisible to mortals and populated by an array of strange and beautiful creatures – with a strong investment message. “Secure Investment. Pure Enchantment’’ was developed as the key strapline, using visuals which borrowed graphic elements from the Himmapan creatures, aligned with strong copy points which highlighted the unique investment story, including 8% guaranteed net rental returns, a very attractive offer to investors.