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Anna Domingo
Marketing within the Leisure Sector
Defining a Brand New Product and Experience
Anna Domingo / Marketing Director
London , May 13th 2015
From…
To…
To…
A Differentiated Approach
A Differentiated Approach
A Differentiated Approach
A Differentiated Approach
A Differentiated Approach
A Differentiated Approach
2014 CREATIVE CAMPAIGN
2015 CREATIVE CAMPAIGN
Supporting London
A Differentiated Approach
A unique activation
Nyc case
Nyc case
Nyc case
Nyc case
1994: On February 14, the first Valentine’s Day weddings take place at ESB. More than 250 couples have exchanged ...
Nyc case
Nyc case
Back to London
@shardview
#shardview
Thank you
Roundtable Question
How would you go about re-defining your product and/or customer
experience?
Marketing within the Leisu...
Anna Domingo, The View from The Shard: Defining a Brand New Product – and Experience
Anna Domingo, The View from The Shard: Defining a Brand New Product – and Experience
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Anna Domingo, The View from The Shard: Defining a Brand New Product – and Experience

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Topic: Defining a Brand New Product – and Experience

- How to successfully position your premium product in the leisure industry
- Delivering new and different experiences to retain your customers (and gain new ones!)
- The strategy behind delivering a premium product
- Real-life case studies on how to stand out in a crowded market

Published in: Marketing
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Anna Domingo, The View from The Shard: Defining a Brand New Product – and Experience

  1. 1. Anna Domingo Marketing within the Leisure Sector
  2. 2. Defining a Brand New Product and Experience Anna Domingo / Marketing Director London , May 13th 2015
  3. 3. From…
  4. 4. To…
  5. 5. To…
  6. 6. A Differentiated Approach
  7. 7. A Differentiated Approach
  8. 8. A Differentiated Approach
  9. 9. A Differentiated Approach
  10. 10. A Differentiated Approach
  11. 11. A Differentiated Approach
  12. 12. 2014 CREATIVE CAMPAIGN
  13. 13. 2015 CREATIVE CAMPAIGN
  14. 14. Supporting London
  15. 15. A Differentiated Approach
  16. 16. A unique activation
  17. 17. Nyc case
  18. 18. Nyc case
  19. 19. Nyc case
  20. 20. Nyc case 1994: On February 14, the first Valentine’s Day weddings take place at ESB. More than 250 couples have exchanged their vows during the event since its inception. The annually televised event is covered by news outlets around the globe. 1999-2000: More than twenty miles of fiber-optics as well as copper cabling is installed during a telecom retrofit of ESB. 2002: Peter L. Malkin and Anthony E. Malkin, the son-in-law and grandson of Lawrence W. Wien led the purchase of the land under the Empire State Building. 2004: The tower lights are dimmed for 15 minutes to mark the death of actress Fay Wray, who starred in the 1933 movie King Kong. 2006: ESB celebrates its 75th anniversary and ownership presents a plan for the Empire State ReBuilding program, including a complete restoration and recreation of ESB’s landmarked, Art Deco masterpiece lobby and the faithful recreation of the original gold and aluminum ceiling. 2007: The Empire State Building is ranked number one on the list of America’s Favorite Architecture by the American Institute of Architects. 2009: President Bill Clinton, Mayor Michael Bloomberg, and Anthony Malkin announced the Empire State Building's ground- breaking energy efficiency retrofit program, making it the global model for retrofitting existing buildings. 2009: September 29, the newly renovated ceiling in the ESB lobby is unveiled. The renovation takes longer to complete than the original construction of the building. 2010: ESB connects with more than 500,000 fans globally through Facebook and Twitter. 2011 Otis Elevator Company is selected for the largest elevator modernization in history with state-of-the-art Compass™ Destination Management and ReGen™ drives. 2011: ESB receives 2011 Green Power Leadership Award from the U.S. Environmental Protection Agency (EPA). 2012: The Empire State Building unveiled its new LED lighting system, driven by high speed computers and capable of 16,000,000 different colors. 2012: Monitoring and verification prove ESB’s retrofit project exceeds projected energy savings for the second straight year and reduces costs by millions of dollars. 2013: The Empire State Realty Trust, the parent company of New York's Empire State Building and 17 other buildings, began trading on the New York Stock Exchange under the symbol ESRT.
  21. 21. Nyc case
  22. 22. Nyc case
  23. 23. Back to London @shardview #shardview
  24. 24. Thank you
  25. 25. Roundtable Question How would you go about re-defining your product and/or customer experience? Marketing within the Leisure Sector

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