YONA BEACH CLUB
The World’s first floating beach club
The beach club section of YONA is situated on the second floor and boasts an impressive array of amenities. It features an infinity pool that spans 22 meters in length, providing guests with a stunning view of the ocean. The club also offers several cabanas, perfect for sharing with loved ones, as well as pool beds positioned around the pool for relaxation and soaking up the sun. And for those seeking a truly unforgettable experience, the sea-beds offer an unparalleled vantage point of the picturesque coastline.
Creative Strategy
Social Growth & Luxury Lifestyle Campaign Development
YONA Beach Club is recognised as the world’s first floating beach club — a luxury hospitality and lifestyle destination located in Phuket, Thailand.
The project focused on building a stronger international brand presence through visual storytelling, audience strategy, campaign planning, and integrated social media systems combining hospitality, nightlife, travel, architecture, and luxury lifestyle positioning.
The Objective
The primary goal was to strengthen YONA Beach Club’s digital presence and position the brand beyond a traditional beach club experience.
Rather than focusing only on nightlife content, the strategy expanded YONA into a broader lifestyle ecosystem connected to
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luxury travel
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yacht culture
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architecture
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fashion
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premium hospitality
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destination experiences
The project aimed to
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increase brand awareness internationally
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strengthen social engagement
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improve campaign storytelling
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support sales conversion
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create scalable content systems
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develop stronger cross-selling opportunities between YONA and HYPE Yacht experiences
Creative & Marketing Strategy
Developed integrated marketing and creative strategies aligning campaign storytelling, visual direction, social media behaviour, and audience engagement.
The approach combined
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campaign planning
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content storytelling
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audience analysis
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social media strategy
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luxury visual branding
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hospitality marketing
Rather than treating content as isolated posts, the strategy focused on building a connected content ecosystem supporting both branding and direct sales objectives.
The campaign structure typically followed
Official Key Visual → Video Teaser
→ Social Storytelling → Upselling
→ Countdown Campaign → Retargeting
→ Direct Sales
This helped create a stronger emotional connection between the audience and the YONA experience before conversion.
Content Direction
& Audience Engagement
Planned and developed always-on content systems balancing organic storytelling with paid media campaigns.
Content pillars included
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architecture & design
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lifestyle & people
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food & beverage
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nightlife
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yacht experiences
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BTS content
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event storytelling
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editorial visuals
The content strategy focused on maintaining strong visual consistency while creating more interactive audience engagement through
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story polls
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audience Q&A
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interactive social posts
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community engagement
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customer-driven content
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behavioural storytelling
The goal was to position YONA not only as a venue, but as an aspirational lifestyle brand
Social Media Workflow
& Campaign System
Developed structured social media workflows supporting high-volume campaign execution while maintaining premium brand consistency.
The workflow included
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campaign planning
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visual direction
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teaser sequencing
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editorial storytelling
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social media publishing
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paid media support
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retargeting systems
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customer journey optimisation
Campaign execution often included
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official posters
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teaser videos
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event countdowns
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direct-message flyers
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Facebook Event systems
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SevenRooms customer email updates
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retargeting campaigns
This created a more connected audience journey between social discovery, event awareness, and direct booking conversion.
Media Optimisation
& Audience Targeting
Worked closely with media and marketing teams to optimise paid advertising performance and audience targeting strategies.
The strategy focused on
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analysing audience behaviour
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improving ROAS efficiency
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refining customer personas
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identifying luxury travel audiences
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expanding international reach
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optimising campaign budgets
Audience segmentation included
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Phuket luxury travellers
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Bangkok & Chiang Mai lifestyle audiences
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international luxury travel audiences
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beach club & yacht communities
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high-end hospitality consumers
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fashion and nightlife audiences
Lookalike audience systems were also developed to expand reach toward premium international travel segments.
Sales & Commercial
Strategy Support
Collaborated with sales and hospitality teams to develop stronger commercial opportunities through campaign-driven marketing support.
This included
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upselling strategies
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itinerary packages
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event campaign support
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luxury partnership positioning
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yacht & beach club cross-selling
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sales kit development
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hospitality campaign planning
The strategy helped position YONA and HYPE Yacht experiences as part of a connected luxury sea-travel ecosystem rather than separate hospitality products.
Key Brand Positioning
YONA Beach Club
World’s First Floating Beach Club
HYPE 74 ft Catamaran
Luxury catamaran party experiences connecting Coral Island, Racha Island, and sunset sessions at Promthep Cape.
HYPE 55 ft Motor Yacht
Private charter and luxury island travel experiences including Phi Phi Island routes.
HYPE Escape 47 Fleet
Premium motor catamaran experiences designed for luxury sea travel.
Strategic Learning & Brand Insight
One of the key strategic insights from the project was recognising that YONA’s value extended beyond the beach club category.
The brand had strong storytelling potential across
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architecture media
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luxury travel
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yacht culture
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nightlife
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hospitality
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fashion
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destination experiences
This created opportunities for stronger international media positioning and long-term campaign scalability.
Campaign Impact
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Strengthened YONA’s luxury lifestyle positioning
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Developed scalable campaign workflows
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Improved audience engagement strategy
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Expanded luxury travel audience targeting
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Supported cross-selling opportunities between YONA and HYPE Yacht brands
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Created stronger editorial storytelling systems across social platforms
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Built more structured customer journey experiences from awareness to booking conversion