resort opening

Two years in the making (and many more years in discussion and design), Camp Sarika by Amangiri was a significant and highly anticipated US launch for the renowned Aman brand. Sister to Amangiri, and arguably one of the most sought-after resorts in the US. Camp Sarika’s 10 tented pavilions dotted the expanse of the Utah desert and would welcome guests when it opened in April 2020. 

It was essential to lay the groundwork in the months leading up to the debut. As with most Aman openings, no media previews/visits were permitted before opening. The opening announcement was made in November 2019. The PR wheels were in motion until everything came to a screeching halt just days before the April 1 launch. With the onslaught of Covid-19, the opening was delayed by three months to July 2020, and the agency had to quickly re-strategize how to move forward and secure A-list press both regionally and nationally.

Results:

• The resort has noted increased revenue from activity bookings, particularly for wellness and outdoor experiences

• More than 40 placements in WSJ magazine, Vanity Fair, Forbes.com, Barron’s PENTA, Maxim, Haute Living

• Feature-length coverage in Conde Nast Traveler, Food & Wine, Town & Country, CNN.com and Departures

• LA-based influencers Jacey Duprie (520K followers) and Gaby Dalkin (692K followers) were the first visits following opening. They resulted in 13+ IG posts, nearly 100 IG stories, two IGTV segments totaling more than 15 minutes, and a significant spike in followers to the property Instagram.

• More than 50% of placements noted messaging relating to Camp Sarika as the ideal socially distanced vacation and option for Western road trips in the US.