USD 594K PR value. Sold-out Chef's Dinners generating USD 8,000 in direct revenue. 10 tier-one features including Harper's Bazaar Arabia and Esquire Middle East.
JOALI BEING — the world's first dedicated immersive wellbeing retreat — sits in a specific tension. Its identity is built around science-led nutrition, longevity protocols and mindful living. But its audience is GCC ultra-luxury travellers who also want Michelin-grade gastronomy as part of the experience.
Getting that tension wrong would dilute the brand. Getting it right would demonstrate that wellbeing and gastronomic luxury are not opposed. The moment was Chinese New Year — a high-value booking window where the property needed an experiential hook that could justify its own premium.
Curate the partnership with a chef whose philosophy fit JOALI BEING's nutrition ethos, not just a chef whose stars fit the marketing calendar.
Michelin-starred Chef Kelvin Cheung — whose work around ingredient purity aligned with JOALI BEING's science-led nutrition position — became the anchor. We built the residency around two exclusive Chef's Dinners and a series of hands-on workshops for adults and children, designed to extend the property's activity offering during Chinese New Year and generate content-native moments for guests. The coverage strategy sat at the intersection of wellbeing and gastronomy — a narrative neither pure wellness press nor pure food press usually occupies — and targeted Harper's Bazaar Arabia, Esquire Middle East, Condé Nast Traveller and international food-culture press simultaneously.
Both Chef's Dinners sold out entirely, generating USD 8,000 in direct paid-event revenue. Workshops reached full capacity across the residency.
10 features secured across key publications including Harper's Bazaar Arabia and Esquire Middle East, reaching a total audience of 8,777,259 and generating a PR value of USD 594,971.
Social media performance delivered 20 pieces of content across Instagram, Facebook and LinkedIn, reaching a potential audience of 567,730.