A well-run resort campaign can deliver both reach and commercial return. Hoiana Resort & Golf's six-month campaign with Grow Public Relations achieved a 1,092% ROI and an equivalent ad value of over USD $312,200, which surpassed SGD 1 million in PR value. It produced 104 influencer postings, 28 dedicated media articles and over 8 million digital impressions across Singapore and Malaysia. Results on this scale come from combining travel trade coverage with familiarisation trips, so the resort earns both authoritative write-ups and a steady stream of authentic social content from KOLs who have stayed on site.

A familiarisation trip, or FAM trip, invites journalists and key opinion leaders to experience a destination in person so their coverage comes from genuine first-hand knowledge. For Hoiana Resort & Golf, Grow Public Relations hosted senior travel writers and influencers including XinLin Khaw, Linna Kua and Chenelle Wen across the resort's golf course, beachfront, rum distillery tours and Vietnamese cooking classes. The visits produced reviews in PIN Prestige Malaysia, Savour Blackbook Asia and The Hotel Journal. FAM trips work for luxury travel because the detail of a premium resort is difficult to convey secondhand, and a reviewer who has stayed writes with credibility.

A destination campaign usually runs over several months so coverage builds through the booking season rather than in a single burst. Hoiana Resort & Golf's campaign with Grow Public Relations ran for six months, moving from launch announcements in Travel Daily Media and GGRAsia through to golf features, an executive profile in Lifestyle Asia and a wave of first-hand stay reviews. The sustained timeline let the campaign reach 8 million impressions and 104 influencer postings. A longer run also gives time to host multiple familiarisation trips, which is where the most persuasive travel coverage comes from.

Grow Public Relations is a Singapore PR agency that works with luxury hospitality, golf and travel brands across the region. For Hoiana Resort & Golf, a full-service integrated resort in Central Vietnam, the agency delivered a 1,092% ROI, over 8 million impressions and 28 media articles targeting Singapore and Malaysia travellers. The team combines travel trade outreach with media and KOL familiarisation trips, securing coverage in titles such as The Business Times, AugustMan, Lifestyle Asia and PIN Prestige Malaysia. This mix suits resorts and destinations that need authentic third-party endorsement to reach high-net-worth travellers.

You reach cross-border travellers through media and influencers they already follow at home. For Hoiana Resort & Golf, Grow Public Relations targeted Singapore and Malaysia directly, placing a golf review in The Business Times, a destination feature in AugustMan's guide to the best golf courses in Vietnam, and stay reviews in Malaysia's PIN Prestige. Regional KOLs including XinLin Khaw and Linna Kua shared first-hand content with their audiences, contributing to 104 influencer postings and 8 million impressions. Marketing a destination across borders works best when the coverage is local to the traveller, even when the resort is not.