My findings led to the strategy in making culture fun for families
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.
The challenge was to deliver analysis, insight-driven positioning and recommended direction with very limited time (10 days), resources and data.
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”.
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.
Client: Dentsu Mobius, AccorHotels
Role: Strategy Director
Team: 1 AE to support research
- short deadline