Launching a new Turkish hotel in sporting style
The Challenge
The Barut Hotel Collection appointed us to launch ANDA, its newest 5-star property in Didim, Turkey.
The brief was clear: secure high-profile UK media attention that positioned ANDA not just as a luxury hotel, but as an unmissable destination for 2024 – cutting through a crowded travel landscape with a campaign that showcased ANDA’s unique qualities while tapping into a wider cultural moment.
The Approach
Ahead of the Paris 2024 Olympics, we launched our Olympic Wellness Weekend – a press trip experience that celebrated ANDA’s elite-level fitness offering and placed wellness and sport at the centre of the story.
A stellar line-up of household sporting names fronted the activation, as we offered once-in-a-lifetime activities to our guests: Rowing with Rick Egington & Vicky Thornley, Running with Paula Radcliffe, Beach fit with Colin Jackson, Swimming with Rebecca Adlington and Dance classes with James & Ola Jordan.
The campaign kicked off with a teaser breakfast in London, introducing journalists to the Olympic Wellness Weekend concept alongside the athlete ambassadors, followed by an exclusive media trip to Turkey for ANDA’s official launch – immersing top-tier journalists in the hotel’s luxury offering first-hand.
The Outcome
The campaign delivered over 100 pieces of coverage spanning national news, consumer lifestyle, travel, and trade press.
Standout features included a four-page spread in OK! Magazine, alongside prominent coverage in Women’s Fitness, Top Santé, Travel Weekly, and TTG (Travel Trade Gazette).
The content reached far beyond print: athlete ambassadors and guests shared authentic, high-engagement social content that created a wave of organic buzz around the launch.
The impact was so strong that the Olympic Wellness Weekend was revived for 2025 by popular demand, cementing ANDA’s position as not just another 5-star opening, but a brand making its mark in the luxury wellness travel space.
