dream hotels & resorts
Post on 06-Apr-2016
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DREAM HOTELS & RESORTS GROUPA journey of a thousand miles begins with just one step
2014
2014
HARTENBOSLAGOON RESORT
20142014
20142014
2014
Highland RunFly Fishing Estate
OVERALL STRATEGY0 days
VISUAL LANGUAGE0 days
COMMS STRATEGY0 days
LAUNCH STRATEGY0 days
PROGRESSInnovation is a key ingredient to the success of any business. We have realised that we need to align our positioning with the best practice in the industry, but still build on the legacy that we have developed over the years.
We have realised that in order to get ahead in our game, we need to consolidate our individual assets to better exploit opportunities, counter threats and capitalise on the strengths that we have as a collective – UBUNTU
A comprehensive brand audit was undertaken, including an internal brand audit that provided insight into how the staff of our business could have their experience of the brand and business improved by involving them in the future development of the brand, as well as the guest experience! In addition to this we also considered the external positioning of the brand and how best to communicate its unique positioning.
NEW STRATEGIC DIRECTION
Developing a brand that will drive our culture is critical. The brand should not only be aesthetically pleasing, but must also be able to tell a story. It must be something that everyone is proud of.
We expect the following from our brand and marketing collateral, which includes anything from a pencil to a billboard ad:
VISIBILITY – get people’s attention. VALUE – the brand must be easily and immediately understood to be of great value to lifestyle and to wallet. COMPETITIVE – easily compared to competitor products and services – and must stack up! LIFESTYLE – engage people on specific passion points, activity, family, geography, experience. ASPIRATIONAL – of high quality and attractive to all target markets.
BRAND DEVELOPMENT AND MARKETING COLLATERAL
WEB DESIGN0 days
BRAND DESIGN0 days
WEB DEVELOPMENT10 days
MANAGER CATALOGUE20 days
PRESENT CATALOGUESat launch
PROGRESS
Most of the groundwork has been completed and the roll out and implementation has begun. This includes all legwork, running around, and panicking about deadlines. It involves the develop-ment of a new and exciting HR training and induction pro-gramme, training of how the brand will influence you, how you interact with the brand (guidelines) and roadshows consulting with those managing our properties on how best to use the brand on site.
We will be launching and rolling out to the following audiences: the executive, our colleagues, internal and external, resorts and head-office, our loyal members and the general public!
ROLL-OUT AND IMPLEMENTATION
THE EXECUTIVE0 days
COLLEAGUES70 days
MEMBERS70 days
GENERAL PUBLIC77 days
TRADE120 days
PROGRESS
SAVE THE DATES
INTERNAL LAUNCH13 February 2015
INTERNAL TRAININGStarting 16 February 2015
TRAINING AND ROADSHOWSStarting 22 February 2015
PUBLIC LAUNCH20 February 2015
AGENCY LAUNCH & TRAININGMarch 2015
TRADE LAUNCH - WTM AFRICAApril 2015
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