Randholee luxury resort

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Randholee luxury resort

  1. 1. A Royal hide-out where tales unfold… A Strategic Brand-Building Planand Integrated Marcom Campaign A Creative Strategy by Proposal for the Year 2011 Copyright © 2011 SideFX / Jay Abeyratne
  2. 2. Copyright © 2011 SideFX / Jay Abeyratne Agency Overview SideFX is a full-service advertising agency that has been creating innovative, cost-effective, media-driven advertising campaigns for over 2 years.We handle both large and small accounts and we are personally involved in all phases of the marketing process and we carefully monitor the progress made by each of our clients. Because we are a small and cohesive group of talented advertising professionals, we work with a limited number of accounts, and are selective about those with which we will formour marketing partnerships. We are very results oriented, and strive to service our accountsfor the long term. We maintain a keen awareness that the growth and success of our client’s business is the key to our own success. We want to prove that to you.
  3. 3. Copyright © 2011 SideFX / Jay Abeyratne The Brief / Our ChallengeRandholee Luxury Resort is a 25 room luxury Resort hotel in the sacred city of Kandy. Like the kings and queens of ancient Kandy, one can experience the epitome of luxury at Randholee.Our challenge is to create a marketing strategy to re-brand and re-invent the Luxury experience at Randholee.Our ultimate objective is to up-sell Randholee as the only 100-120US$Luxury Resort in Kandy as a result of our unique marketing campaign.
  4. 4. Copyright © 2011 SideFX / Jay Abeyratne Proposed Budget for the Year 2011 Rs. 5 Millionwith a 3 phase implementation Plan
  5. 5. Copyright © 2011 SideFX / Jay Abeyratne Communication Strategy ‘The Big Idea’Randholee – The Epitome of Kandyan Royalty
  6. 6. Copyright © 2011 SideFX / Jay Abeyratne Strategic Implementation Plan Phase 1 Launch of the New Brand Identity‘Randholee – The Epitome of Kandyan Royalty’
  7. 7. Copyright © 2011 SideFX / Jay Abeyratne The Phase 1 includes a total revamp to Randholee Resort’sBrand Identity and the guest experience with a unique Kandyan Royalty based Theme.A new Kandyan ‘Esala Perahera’ theme based attire for the Hotel Team
  8. 8. Copyright © 2011 SideFX / Jay AbeyratneOwn and manage a richly caparisoned elephant as a part of the kandyan majesty while presenting a unique guest experience.
  9. 9. Copyright © 2011 SideFX / Jay AbeyratneA majestic display strategy for the Key symbol of the resort “The Palanquin / Dolawa” and Start a reading room of literature on the ancient kandyan kingdom, heritage and culture.
  10. 10. Copyright © 2011 SideFX / Jay Abeyratne Esala Perahera based dance troupe comprising drummers, fire dancers, kasa men and male and female dancers to perform as a daily feature.
  11. 11. A new pool-side table arrangement for dinner with perahera type pandam / torch lighting and kandyan style musical feature.Copyright © 2011 SideFX / Jay Abeyratne
  12. 12. • Start a Kandyan handicrafts and Copyright © 2011 SideFX / Jay Abeyratne souvenir shop at the hotel premises.• A new training program for the staff on Kandyan Royalty gestures and greetings.
  13. 13. Copyright © 2011 SideFX / Jay Abeyratne Strategic Implementation Plan Phase 2 Launch of a 360 degree Marketing campaign based on the new brand identity – ‘Randholee – The Epitome of Kandyan Royalty’• A professional photo shoot covering all aspects of the new brand identity.• Re-design and develop the website with new imagery and brand identity.• Start of a 3-month marketing campaign (ATL / BTL / Online / Social Media / Direct Mailer / PR)• Intensify the campaign and boost sales through seasonal campaigns – Wedding Season, Esala Perahera Season, tie-ups with corporates for special functions, Ayurvedic Spa promotions etc.
  14. 14. Copyright © 2011 SideFX / Jay AbeyratnePrint Strategy – option 1
  15. 15. For Visual Purpose Only
  16. 16. For Visual Purpose Only
  17. 17. For Visual Purpose Only
  18. 18. Copyright © 2011 SideFX / Jay AbeyratnePrint Strategy – option 2
  19. 19. For Visual Purpose Only
  20. 20. For Visual Purpose Only
  21. 21. For Visual Purpose Only
  22. 22. Copyright © 2011 SideFX / Jay AbeyratnePrint Strategy – option 3
  23. 23. For Visual Purpose Only
  24. 24. For Visual Purpose Only
  25. 25. For Visual Purpose Only
  26. 26. Copyright © 2011 SideFX / Jay AbeyratneStrategic Print Publicity Channels
  27. 27. Copyright © 2011 SideFX / Jay Abeyratne Strategic Implementation Plan Phase 3Solidifying the Brand ‘Randholee’ through various sustaining efforts/activationsStrategy: Sponsorship of Events / Brand Activations
  28. 28. Copyright © 2011 SideFX / Jay Abeyratne Conclusion This proposal will give you an idea how the marketing strategy will unfold through a series of steps. Should you choose to sign a contract with SideFX,we can immediately begin the creative process of the campaign, whereby we develop 360 degree strategies that will create a unique brand identity for Randholee Luxury Resort. Please do not hesitate to call with any questions you might have. We look forward to speaking with you further. Let’s Do It..! What we need is a convincing start.

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