DREAM HOTELS & RESORTS GROUP A journey of a thousand miles begin with just one step
2014
2014
HARTENBOS LAGOON RESORT
Highland Run 2014
2014
2014 2014
Fly Fishing Estate
2014
NEW STRATEGIC DIRECTION nnovation is key to success to any business. We have realised that we need to align our positioning with best practice in the industry, but still build on the legacy that have been build up through the years. We have realised to get ahead in our game, we need to consolidate our individual assets thereby building on opportunities, countering threats and capitalising on the strengths that we have as a collective – UBUNTU A comprehensive brand audit was undertaken, which included an internal brand audit which provided key insight into the opportunities of how the staff of our business could have their experience of the brand and business improved by including them in the future development of the brand, as well as the guest experience! In addition to this summary, we also considered the external positioning of the brand and how best to communicate its unique positioning.
PROGRESS OVERALL STRATEGY VISUAL LANGUAGE COMMS STRETEGY LAUNCH STRATEGY
0 days 0 days 0 days 0 days
BRAND DEVELOPMENT AND MARKETING COLLATERAL Developing a brand that will drive our culture is key. This should not only be aesthetically pleasing, but be able to tell a story – it must be something every -one needs to be proud of. What we expect from our brand and marketing collateral, which includes anything from a pencil to a billboard ad: VISIBILITY – get people’s attention. VALUE – the brand must be easily and immediately understood to be of great value to lifestyle and to wallet. COMPETITIVE – easily compared to competitor products and services – and must stack up! LIFESTYLE – engage people on specific passion points: activity, family, geography, experience. ASPIRATIONAL – of a quality and promise, attractive to all target markets.
PROGRESS WEB DESIGN
0 days
BRAND DESIGN WEB DEVELOPMENT
0 days 10 days
MANAGER CATALOGUE PRESENT CATALOGUES
20 days
at launch
ROLL-OUT AND IMPLEMENTATION Now that most of the ground work is done, the roll out and implementation has begun this includes all leg work and running around and panicking about deadlines. This is programme development of a new and exciting HR training and induction programme; training of how the brand will influence you, how you interact with the brand (guidelines) and of course by means of roadshows consulting with those managing our properties on how best to use the brand on site. We will be launching and rolling out to the following audiences: the executive; our colleagues internal and external, resorts and head-office; our loyal members and the general public!
PROGRESS THE EXECUTIVE COLLEAGUES MEMBERS GENERAL PUBLIC TRADE
0 days 70 days 70 days 77 days 120 days
SAVE THE DATES
INTERNAL LAUNCH 13 February 2015
INTERNAL TRAINING Starting 16 February 2015
TRAINING AND ROADSHOWS Starting 22 February 2015
PUBLIC LAUNCH 20 February 2015
AGENCY LAUNCH & TRAINING March 2015
TRADE LAUNCH - WTM AFRICA April 2015
DREAM HOTELS & RESORTS GROUP A journey of a thousand miles begin with just one step