My findings led to the strategy in making culture fun for families
Accor is our client and when Novotel Melaka was preparing for their launch in March 2015, they approached us for help. Our business team brought me in to help develop a marketing launch plan so that they can reach a unanimous direction and lift the project onto the next level.
My challenge simply, was to deliver a sound, achievable direction with the very limited time (10 days), resources and information.
First part comprised of researching for competitor information, state tourism stats, traveller behaviours, brand data. Following that, I nailed down key points and looked for the convergence of principals which will meet our goal. In this case, I first had to clarify Novotel’s distinction/direction, being late the enter the Malaccan market, as – Melaka is more memorable for families at Novotel. And thereafter, translate this into a construct for creative concepts, provide prototypes, etc.
The regional client loved it, but the local client just wanted a viral video with a (now stated) budget of $10K. The last I heard, the regional client is in talks to re-purpose the plan for other assets in the region.
Client: Dentsu Mobius, Accor Hotels
Role: Strategy Director
Team: 1 AE to support research
- short deadline