Raffles International Ltd., a Singapore-based hotel chain, appointed Green Team, New York, as its first agency of record for a new resort that marks its entry into the Caribbean.
The agency is to create advertising to attract people older than 35 with annual household income of $100,000-plus to Raffles Resort in Canouan Island, The Grenadines. Early adapting wealthy trendsetters, wedding parties and honeymooners are key audiences, too.
Beating two other undisclosed finalists, Green Team won the account on the day it presented to Raffles. Billings were not disclosed.
Green Team will use direct mail, online marketing, print and collateral to promote Raffles Resort. Programs for ancillary, co-managed properties will support.
Opening July 15, the resort will feature the Raffles Suite and 156 one- and two-story villas, which are marketed by Donald Trump. There is a golf course, spa, yachting marina and a European-style casino managed by Trump.
Raffles manages 38 properties worldwide under its name and Swissotel Hotels & Resorts.