Who said that a celebrity studded gala, a million dollar event, or other big price tags are the only ways to get a new luxury hotel, resort, or other product noticed? Effective public relations launches don’t have to “break the bank.”

Whether it’s launching or repositioning a brand, a technology, a destination or a hotel, certain principles are fundamental to each new challenge: know the competitive environment, plan early and remember the adage, “first impressions are lasting ones.” Successful PR programs for upscale products just need to have the finest basic ingredients and a healthy dose of creativity. Here are the top ten “must do’s” for a successful launch:

1. Start early, a minimum of nine months Consumer and trade magazines work as much as a year in advance so to meet deadlines, the earlier the better.

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