Aman Resorts
Inspiring Travellers Through Storytelling
Building brand narrative emphasizing peace, seclusion, and appreciation for beauty through always-on content strategy.
2X
Digit Growth
#1
vs Peers
Early
Platform Adopter
The Challenge
Aman's luxury lifestyle values—peace, seclusion, and an appreciation for beauty—needed to be communicated effectively to post-pandemic Chinese travellers who were increasingly seeking these experiences.
Our Solution
We adopted a content strategy and visual brand narrative that emphasises always-on content to showcase Aman's Chinese and international properties. This approach highlights the distinctive on-site and destination experiences that set Aman apart, with early adoption of emerging platforms.
Campaign Visuals
A selection of creative assets and campaign materials from our work
Chinese New Year Content on RedNote
Inspiring Content on Channels
WeChat Article with Booking Links
Showcasing Aman Properties
Amanyangyun Festive Atmosphere
Campaign Highlights
Key initiatives and achievements from our partnership
Amanyangyun Content
Craft engaging content showcasing wellness experiences, festive celebrations, and the story of architectural and ecological preservation.
Platform Innovation
Early adoption of RedNote and Channels helped Aman's content stand out and consistently outperform peer brands.
Booking Integration
WeChat articles integrated with mini-program booking links for seamless user experience.
Results
Aman's WeChat reach and engagement experienced double-digit growth in 2024
Early adopter of RedNote and Channels
Content consistently outperforms peer brands
Successful integration of mini-program booking links