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Thailand's Sofitel, InterContinental Join Publicity CampaignDecember 9, 2010 By: Melanie Gretchen
Resorts Sofitel Centara Grand Resort & Villas and InterContinental Hua Hin Resort have become part of the publicity campaign, "It's in Hua Hin," which now includes eight hotels, a golf club and a vineyard in Thailand. When launched nine months ago, the campaign was intended to promote luxury accommodations and activities in and around the century-old city of Hua Hin and its neighboring beach town, Cha Am, three hours south of Bangkok.
The first hotel in the area, Sofitel Centara Grand Resort & Village, made its debut on New Year's Day in 1923. Originally called the Railway Hotel, the property featured a verandah that surrounded the building and protected guests from the sun. In 1984, it was the site of Roland Joffé's Academy Award-winning movie, "The Killing Fields." Following a restoration that began in 1986 and lasted two decades, Sofitel now has 207 rooms and 42 villas on its property.
"When you talk to people who really know Thailand, be they expats or longtime Bangkok residents, they'll tell you that Hua Hin delivers a more authentically Thai holiday experience than any other destination in the country," said Jacques Mury, Sofitel Centara Grand's general manager. "There is the Gulf of Siam, of course. Hua Hin's beaches are unmatched. But life is slower and more gracious here. At this pace, Thailand and the Thai people are in their elements — and visitors are invited along for the ride."
The first InterContinental in the country, InterContinental Hua Hin features chic alongside colonial charm. Celebrity guests in the past year included tennis players Rafael Nadal, Venus Williams and Maria Sharapova. Aesthetically, the property's design was inspired King Rama VI's Maruekhathaiyawan Palace of 1923 as well as the use of classic tones and materials, among them the wooden storm shutters. At the heart of the hotel is the centerpiece in the 55-metre infinity-edge pool, stretching from the guests' units to the beach and featuring a fiber-optic system that creates a twinkling starlight effect at night.
"For us, joining this initiative was about aligning ourselves with the most recognizable brands in hospitality," said Pattama Yoshimura, InterContinental Hua Hin Resort's general manager. "With the golf and the winery and all the events here now, there's a great new story unfurling, and we want be part of that narrative."
Other properties in the campaign include Anantara Hua Hin, Banyan Golf Club, Banyan Resort and Hilton Hua Hin Resort & Spa, alongside Huan Hin Hills Vineyard, Hua Hin Marriott Resort & Spa, Hyatt Regency Hua Hin and Sheraton Hua Hin Resort & Spa. As well as releasing news about its members, "It's in Hua Hin" provides information on events like December's annual Vintage Car Parade and the Hua Hin Jazz Festival in June.