In this competitive world marketing becomes more hard. This presentation will help you to do marketing more effectively.

1. Digital
Hospitality
Prepared for
Dusai Resorts & Spa

2. Background…
DuSai Resort & Spa is the first luxurious 5 star standard boutique Villa
Resort & Spa nestled within a small tropical forest on hillocks dotted with
thousands of trees and flanked by a 1000 feet long serpentine lake on the
south and two large fish ponds on the north side, just beside the largest
concentration of tea gardens in Moulvibazar about 200 km north-east of
Dhaka.
This Resort will be the Icon for Tourism in Bangladesh and as such, a
comprehensive communication plan has to be in place in order to showcase
this icon to the world.

3. Target Consumer Analysis
• Primary Target
• Overseas Tourists & Vacationers
• Demographic Analysis:
• Young Married Couples
• Business People/ Professionals
• Psychographics
• SEC A / A+
• Succeeders: Known for Work Ethic, Status Quo, Prestige.
Attracted to caring and protective brands for ‘Stress Relief’
• Secondary Target
• Local Tourists
• Demographic
• Honeymooners
• Romantics
• Corporates
• Individuals
• Businesses
• Psychographics
• SEC A / A+
• Aspirers & Succeeders

4. Research Findings
400%
Growth in
Monthly Site
Visit in Last
1 Year
The Average
Bangladeshi
User…
Has 3 Web
Sessions
Each Day
Visits 4
Different
Websites
each
Session
Internet
Usage growth
rate has been
around
50%
over the past
9 months Source: G&R Ad Network

5. Research Findings (Contd.)
3.7
Million
Bangladeshis
are
currently on
Facebook as
you are
reading this
9 Million are on the
Desktop or Mobile

6. Some excerpts from Internet Users within the
Target Group
It is extremely difficult
for me to have a Social
Life amongst my busy
office schedule,
Internet keeps
me Social
Internet provides
me with
Convenience of
getting the needed
information
I wish the Bangladesh Web
Scenario was more
developed, I need the
convenience in doing
everything online, such as
buying products…this
will take a huge load off me!
Google is currently
my
go-to source
for all kinds of
Information I need

8. A few Trivia on Internet Behavior…
33% more people
are online During
Hartals
40% less people
are on the Web
during Pohela
Boishakh
However, average
page view goes up
by 15% on April 14
20% less unique
visitors during
Durga Puja
73% less on Eid-ul-
Adha, but it goes
back to normal
after 2 days

9. Summing it up…
• Internet penetration is at an all time high and it is growing exponentially
• Convenience is the “Buzzword”
• People are more likely to search for information online rather than through
physical means
• Two in every 5 people seeing an advertisement on the internet that catches
their eyes, is likely to click on it
• Facebook is as powerful a medium of communication as ever
• People tend to remember 50% of the information presented through eye-catching
advertisements online
• Brand Awareness is close to 80% for eye catching online advertisements

10. Touchpoint Based Tools
Reaching out…

11. Touchpoint Analysis
• The Internet
• Cellphones
• Mobile Apps
• Email
• Airports
• Shopping Malls
• FM Radio
• Community Centers

12. The Internet
• Internet is the “go-to” source for the Top Segment of the Population
• Saves Time
• Fast Research
• Convenient
• Various tools will be used to pull and engage internet audience towards the brand:
• Web Banners
• Targeted towards Global Tourism based & Corporate favorite sites (Tourism-Agoda, Hotels.com, Lonely Planet,
etc.)
• Social Bar: Branded Social News Feed on targeted sites
• Travel Site Ads promoting various occasions
• IO Analytics: Know specifically who is visiting your site and from where for further targeted
communication
• SEO & Blogging
• Through blogs, people will get to know about the Resort and eventually get to know the amenities they are
providing
• SEO will optimize search results for any customer search on related queries
• Facebook and Social Media Integration
• Will be done through a single CMS
• Single Sign on for Website to collect personal Information
• Liking and Reviewing Option
• Further Penetration and Visibility

13. Cellphones
• Cellphones are one of the most personal
mediums of communication
• Text Messages have a higher shelf life
compared to other mediums
• A higher awareness will eventually lead
towards higher sales for the future
• Corporates and Professionals will be the
core target for Text Messaging
• A copy that will entice the audience to visit
the website mentioned within
• Incentives provided
• Launching Details
• Can be extended for various promotional
offers during certain occasions: Eid, Christmas,
Best Tea Leave Plucking season, etc.

14. Internet Distribution
• Popular Smartphone Travel apps and Internet Distribution channels such as
Agoda, Hotels.com, Expedia, Lonely Planet, etc. will be used to target and
booking information given along with the Resort information
• People who are visiting Bangladesh or planning to visit, can directly get
information regarding the Hotel from these apps and make an informed
decision
• Business people and Professionals will get all the necessary information
from these apps starting from the Resort, the ongoing festivities and
attractions of the locality and other relevant information relevant to get
there
• These will excite them to visit the resort once they are in Bangladesh
• Travel information such as commute from Airport to the Resort may also be
pushed through these sites along with booking and reservation systems

15. Email
• Targeted Emails will be shot to the corporate
level people twice a month
• This will help keep the brand at the Top-of-
Mind
• A total of 25000 Top Corporates (CEO, CFO,
etc.) and further 30000 Professionals can be
shot relevant information on the Resort with
the alluring visuals
• They may be further incentivized to visit the
website and gather more information
• Direct Link to online reservation will provide
them with a special discount within a
stipulated time frame

16. Community/ Party Centers
& Event Planners
• These places can be contacted in order to secure
awareness and interest of soon-to-be couples
• Selected centers can be targeted and a digital kiosk
placed which will have all the information regarding the
Resort, where they may visit for post-marriage
honeymoon
• They can have a full virtual tour of the place and can get
to know about local attractions and book a package
from the kiosk instantly
• Similarly, event planners who plan wedding and other
corporate events can be targeted and motivated to host
their events and weddings focusing on the resort

17. Airports
• Airports will be branded by the Resort to excite tourists towards visiting them
• A Digital Display (Television, Boards) will be branded and placed in the Check in
Lounge
• The inbound tourists will be able to know about the Resort through an amusing
audio-visual on the screen
• This audio visual will basically focus on the highlights of the resort, local attractions, tea
gardens, upcoming promotional offers, etc.
• This will hook the audience into wanting to know more about the resort
• In addition, a digital information kiosk will be placed at the Sylhet Airport
• The tourists may reserve their rooms through this kiosk
• They may also ask for the Resort transport made available at the Airport to arrange for their
travel to the resort
• This kiosk will also be branded and relevant attraction points of Sylhet mentioned therein for
engaging the audience

18. Shopping Malls
• The big shopping malls, specially Bashundhara
and Jamuna Future park is to be decked with
branded information kiosks
• These kiosks will also have a brand promoter
along with it to deal with queries
• The basic activity of the kiosk will be to provide
a detailed map of the Shopping Mall along
with basic information on the shops
• In addition to that, the touch based kiosk will
also have the audio visual of the Resort playing
side-by-side to aware the audience
• Multiple kiosks need to be set at various points
to handle inbound traffic

19. FM Radio
• RJ Endorsements are nowadays a very popular method of
promoting products
• Products are promoted by the RJ themselves in a
conversational manner to break the clutter of
advertisement explosions
• This tends to instill the effect of the conversation and as
such, the Brand itself, in the mind of the audience
• This can also be targeted to reach the corporates and
housewives, who can influence their husbands to visit a
recreational resort such as Dusai
• Cost effective medium of communication with higher
functional effectiveness

20. Targeting the Locals
Local Market
Channels
Professionals Newspapers
Targeted
Email
Targeted SMS IO Digital Web Banners
Airport
Branding
Travel Site/
Internet
Distribution
FM Radio
Newly Weds Targeted SMS Web Banners
Community
Centers
IO Digital Web Banners
Event
Planners
IO Social
Romantics Web Banner Social Bar Targeted SMS IO Social Facebook Ads FM Radio
Corporate
Targeted
Houses
Email
Travel Site/
Internet
Distribution
Web Banners

21. Targeting the Overseas Tourists
Overseas Tourists & Professionals
Channels
Married Couples
Targeted Web
Banners
Travel Site/ Internet
Distribution
Airport Branding Online Dating Sites
Ebay, Amazon,
Targeted Facebook
Ads
Business People
Targeted Web
Banners
Travel Site/ Internet
Distribution
Professionals
Targeted Web
Banners
Travel Site/ Internet
Distribution
Tourists
Targeted Web
Banners
Travel Site/ Internet
Distribution
Airport Branding
Explorer/ Tourist
Sites
Ebay, Amazon,
Targeted Facebook
Ads

22. Price Plans
• We shall come up with the costing with you once we may lock down
on the plan for the communication channels, for reaching out to the
target audience

23. …Let us know when we may sit again…
Looking forward to working with you!
Call 01717039709 for more information