The Brief
Reposition an Asian boutique resort brand, currently with two properties, for expansion and give it a competitive edge against growing competition |
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The Strategy
- Conduct a brand audit and create a new compelling positioning
- Develop brand guidelines and bring the brand positioning statement to life through various touchpoints
- Ensure brand essence is reinforced through every point of interaction with clients – from website design and airport pickup, to design and service philosophy
- Create a unique ‘Spa Pleasures’ experience. To underscore the brand’s positioning as a romance destination, we designed a unique ‘Spa Pleasures’ menu
- Introduce a ‘Passions’ program, starting with ‘Passion for Perfume’, experiential workshop introducing guests to the sensual pleasures of scent
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The Results
- The Pavilions included in Wall Street Journal’s list of ‘Asia’s Top Spas’
- Six months after the rebranding exercise, The Pavilions had generated an advertising equivalent of USD 166,000 in coverage
- The Pavilions named a finalist in the 2010 Hospitality Awards (Best Clients’ Experience Program)
- Customer feedback improved and TripAdvisor ratings increased by almost 3%
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