case studies

Luxury London Properties


  1. To build media relations and secure press coverage
  2. To build brand awareness


An effective brand communication strategy. The underlying principles of good brand communication are twofold. First, it is integral that a business has a coherent ethos and identity; only with a clear identity can a brand sell its story. Second, once key brand messages have been identified and conceptualized, we help you communicate these messages to the right audience at the right time. 

Our work to acquaint our clients with notable international travel and lifestyle media resulted in tangible value creation for our clients. For instance, coverage secured in the Robb Report – a leading lifestyle publication in China – represented US$60,000 in PR value for our client the Wellesley Hotel, a London luxury boutique hotel. Through our network of media contacts and the relationships we’ve painstakingly cultivated over the years, IDEA also secured a front page cover story – worth US$250,000 – for Bali golf courses and luxury resorts in Golf Travel magazine, a top golf and travel title in China. In addition, we brokered a feature article in Vogue China – a world renowned luxury fashion title – for our client, Café Royal London. Coverage by such prestigious media publications gives our brands unparalleled access to the most affluent of audiences. IDEA achieved similarly stellar results for Sanchaya, a luxury resort in Bintan, Indonesia. Our work secured Sanchaya’s place in the ‘Hot List 2015’ of Condé Nast Traveler, an international travel magazine.


“As a relatively small and little-known boutique hotel, we were very grateful for the positive coverage IDEA secured for us in the Robb Report,” said Steffano Loni, General Manager of the Wellesley London. “With ever increasing numbers of affluent Chinese tourists visiting the UK, IDEA’s work for us was instrumental in promoting the Wellesley as a classy and luxurious option for the discerning Chinese holidaymaker.”

“We are very grateful to IDEA, as their tireless work for us ensured that we continue to punch above our weight, being featured in publications as prestigious and well-respected as Vogue,” said Francois Xavier Schoeffer, General Manager of Café Royal London.

“IDEA elevated our brand profile and our standing as a luxury hospitality provider by helping us garner coverage in Condé Nast Traveler, a top tier international travel publication,” said Anshuman Narayan, former General Manager of The Sanchaya Resort.

Helena Ma brings with her a wealth of experience and a truly cosmopolitan perspective, having lived and worked in Shanghai, China; Gothenburg, Sweden; and London, UK. Her stints in Europe and China has armed Helena with a potent blend of ancient Chinese wisdom and contemporary Western knowledge which she incorporates into business management and client project