Waldorf Astoria Maldives, strategic media partnership with ELLE Russia
Waldorf Astoria Maldives wanted to strengthen its visibility among high-value Russian-speaking travellers through a partnership that matched the resort’s positioning and visual standards.
After studying the target audience and media landscape, Slava identified ELLE Russia as the right editorial partner and led discussions with the publication to shape a bespoke paid collaboration.
The partnership resulted in two cover editorials, both produced at the Waldorf Astoria Maldives and featuring internationally recognised models Lena Perminova and Valery Kaufman.
Slava managed the relationship with the magazine, production planning, travel, accommodation, payments and on-site coordination through to publication. We also ensured that the collaboration extended beyond print through digital coverage and social amplification by the featured talent.
By bringing together luxury hospitality, fashion editorial and highly relevant ambassadors, the campaign placed the resort within an aspirational cultural context designed specifically for its target market.
Our role
Media-partner identification
Partnership negotiation
International shoot production
Travel and accommodation coordination
Budget and payment management
Publication coordination
Talent amplification strategy
Campaign results
Two ELLE Russia cover editorials: January 2020 and May 2020
Print and digital travel feature
164.4K social likes
354.3K video views
494.4K story views
The campaign featured Lena Perminova, with 2.7 million followers, and Valery Kaufman, with 1.1 million followers at the time of the collaboration.
25 May 2022