My findings led to the strategy in making culture fun for families
The key we presented was to make culture fun for families
A selection of slides from pack
February 04, 2015
Background
Our client was AccorHotels Group. Within them, the Novotel Brand was preparing to launch a new property in Melaka, in March 2015. Our business team enlisted me to help develop a launch marketing plan for them, as a late-entrant to the crowded market.
Challenge
The challenge was to deliver analysis, insight-driven positioning and recommended direction with very limited time (10 days), resources and data.
Approach
The first stage was researching for market data (competitors, state economic data, tourism trends, traveler behaviours), brand data, and re-framing challenges. Second stage was analysing the compiled data, distilling them into key points , finding the convergent truths for a positioning that will satisfy Brand and need. The third stage was synthesising the strategic direction, concepts and prototype channel activities. Our recommendation was to develop and communicate that, “Melaka is more memorable for families at Novotel”.
Results
The regional client loved and bought it whereas the local BU wanted a viral video with a significantly reduced budget. The regional client is working with the agency to re-purpose the plan for other assets.
Meta
Year: 2014
Client: Dentsu Mobius, AccorHotels
Role: Strategy Director
Team: 1 AE to support research
