Azumi
Debuting a new hospitality brand and destination in Japan
Client
Azumi
Services
Global Media Relations
Communications Strategy
Executive Profile Building
Thought Leadership
Azumi is a new brand by hotelier Adrian Zecha (the founder of AMAN) with Naru Developments. Azumi takes the cultural framework of the traditional ryokan and infuses it with a quality that appeals to the modern, global traveller. The balance between tradition and innovation is integral to all parts of Azumi; demonstrated through everything from the design, service, food and beverage, to wellness and cultural programming.
Camron was engaged in mid-2020 to launch the brand Azumi, and in March 2021 we supported the opening of the first property on a small island to the west of Japan.
We implemented a global PR strategy to launch Azumi as an entirely new hospitality concept and to promote the opening of its first ryokan, Azumi Setoda, to international media. Our approach incorporated agile and targeted strategies for different international markets, with consideration to the shifting limitations on travel during the global pandemic. We then managed a proactive international (non-domestic) press office, overseeing and distributing enticing press materials to secure high tier editorial placements.
Results included widespread coverage on the launch of the Azumi brand, brand positioning and owner profiling, as well as widespread inclusion of Azumi Setoda in the ‘most anticipated openings of 2021’ features.
Throughout the launch, we were responsible for securing editorial placements in catalyst global media outlets including Conde Nast Traveller, The Daily Telegraph, Design Anthology, Le Figaro, Corriere della Sera, Monocle and more. The quality and quantity of the results achieved were particularly satisfying given that pandemic-related travel restrictions in Japan remained in place until well after the opening.