Bacall PR appointed to represent Yên Tử Mountain

London-based luxury travel and lifestyle PR and marcomms agency, Bacall PR, is delighted to announce its newest client, Yên Tử Mountain - a centuries-old sacred Buddhist pilgrimage site of huge cultural and spiritual significance, located close to Halong Bay, Vietnam.

Considered to be the cradle of Trúc Lâm Zen Buddhism in Vietnam, around one million pilgrims from the region visit each year to pay homage to Buddha-enlightened King Trần Nhân Tông, who established the Trúc Lâm Yên Tử Zen sect here in the 13th century. As part of the Vietnamese government’s strategic development plan for Yên Tử - designated a special national cultural heritage site - Tùng Lâm Company was entrusted to develop a world-class, sympathetic tourism destination to sustainably support and preserve this sacred place, opening it to international tourism and ensuring it remains accessible for future generations to enjoy.

Rising to the unique challenges presented by this project, visionary architect Bill Bensley has used authentic architectural methods and styles and handcrafted materials to create modern, world-class facilities, while respecting the heritage, traditions and footprint of this ancient protected site. Designed with painstaking attention to historical detail and including a museum, hotel and hostels where visitors can rest and imbibe the hallowed surroundings in comfort, Yên Tử Mountain is set to become a major tourism hotspot for Vietnam - a new-yet-ancient historic and cultural destination, which to date has remained more or less unknown to international travellers.

Bacall PR has been appointed to help establish Yên Tử Mountain as a must-visit new cultural and spiritual destination for UK/international visitors to Vietnam. The campaign will comprise extensive press communications to announce the opening of Yên Tử Mountain and highlight its unique history and cultural significance, natural beauty and new BENSLEY-designed hotel and tourism facilities; press visits for selected UK and international media; industry relations; and profiling of the key players responsible behind the development. The agency has a wealth of experience working with high end clients across the region and specifically in Vietnam, where Bacall PR has been active since it was appointed to represent national flag carrier Vietnam Airlines in 2011. Other Vietnamese clients past and present include JW Marriott Phu Quoc Emerald Bay, Fusion Resorts and Salinda Resort Phu Quoc.