YONA BEACH CLUB
From concept to fully booked from day one. Founder-led marketing direction behind the launch and growth of the world's first floating beach club, branding, PR, social, content, paid media, ticketing, events, partnerships and commercial strategy.
Attribution
Founder-led experience, before founding Lost & Found, our founder served as Marketing Director for Yona Beach Club, leading the brand's launch and its entire marketing operation for roughly a year.
Client
Yona Beach Club
Category
Floating Beach Club · Entertainment
Year
2023
Services
- Brand Strategy
- Brand Development
- Launch Strategy
- Marketing Direction
- PR
- Social Media
- Paid Media
- Content Production
- Photo & Video
- Events
- DJ Bookings
- Ticketing
- OTA Strategy
- Partnerships
- Guest Acquisition
- Commercial Strategy
01 · The Brief
WHAT THEY
WALKED IN WITH.
This was never a case of taking over the advertising for an established venue. The involvement started at the foundation of the brand: a new kind of hospitality and entertainment destination, a multi-level vessel moored off Phuket, that had to go from concept to market with an audience already waiting for it. That meant building the complete marketing ecosystem, from identity and PR through to ticketing and event programming, before the doors ever opened.
02 · The Work
WHAT WE BUILT
FOR THEM.
- 01
Developed and rolled out the brand, rebranding, identity, brand assets and the positioning of a venue with no direct comparison anywhere in the market.
- 02
Built the launch: launch strategy and campaigns, PR strategy and outreach, social strategy, organic content and paid advertising working as one arc rather than separate channels.
- 03
Produced the content engine, photo and video productions, event documentation and a continuous stream of material to feed social, press and paid.
- 04
Built the commercial infrastructure, website and digital, ticketing strategy and implementation, OTA strategy and relationships, and the customer journeys that turned attention into paid bookings.
- 05
Created the entertainment programme, first event concepts, initial event organization, DJ bookings, event marketing and the industry network behind it.
- 06
Ran the operation end to end: partnerships, guest acquisition, marketing management and commercial strategy.
03 · The Launch
BRAND.LAUNCH.250K.SOLD OUT.
Chapter 01 · Brand
BUILD THE IDENTITY
- Brand Development
- Rebranding
- Identity
- Positioning
- Brand Assets
Before a single ticket could be sold, Yona needed to be a brand rather than a boat. Brand development and rebranding, identity and asset rollout, positioning and the language that would explain a floating beach club to a market that had never seen one. Everything downstream, press, content, paid, ticketing, was built on that foundation.
Chapter 02 · Launch
CREATE DEMAND
- Launch Strategy
- Launch Campaigns
- PR
- Paid Media
- Photo & Video
The launch was engineered before opening, not after it. Launch strategy and campaigns, PR strategy and outreach, social strategy, organic content and paid advertising were built around a single moment so the venue would arrive with awareness and demand already in place. Photo and video productions ran ahead of and through the opening period to keep the story moving.
Chapter 03 · Audience
250K IN SIX MONTHS
- Social Media
- Organic Content
- Content Production
- Events
- DJ Bookings
Roughly 250,000 Instagram followers within about six months, the clearest measure of how hard the brand, content and launch strategy were working together. Event concepts, DJ bookings, event documentation and continuous production gave the channels a permanent reason to post and guests a permanent reason to return.
Chapter 04 · Sold Out
ATTENTION INTO GUESTS
- Ticketing
- OTA Strategy
- Website
- Partnerships
- Guest Acquisition
- Commercial Strategy
Awareness → social growth → PR → events → ticketing → bookings → revenue. The audience was wired into an actual commercial infrastructure: website and digital, ticketing strategy and implementation, OTA relationships, partnerships and guest acquisition. Fully booked from day one, and profitable, visibility that was connected to a till.
04 · In Frame
05 · The Outcome
WHAT MOVED.
Yona didn't build demand after opening, it opened into demand. The brand entered the market with an established identity, a fast-growing audience, live ticketing, PR presence, a content engine and event programming already working together, and was fully booked from day one. Roughly 250,000 Instagram followers arrived within the first six months, and because that audience sat on top of real ticketing and booking infrastructure, the visibility converted: a destination that was commercially successful and profitable, not simply popular online.
250K+
Instagram Followers
6 Months
To Build The Audience
Day One
Fully Booked