The challenge: To launch a new hotel brand in Asia that also includes a residential property component, selling initially in several locations along the ultra-competitive and booming Eastern Seaboard of Thailand. GlenAsia Resort + Residences is a joint venture between a group of Scandinavian businessmen and their Thai partners, and the project must appeal to both local and foreign buyers, allied behind a unique and persuasive brand story.
Inhouse solution: Two separate projects had been given two unrelated names, but in the interests of consistency, the GlenAsia name was brought to the forefront. Then, a unique positioning was developed which reflects the brand’s unique melding of Scandinavian and Asian cultures: Thai Warmth, Scandinavian Cool.
