The New Pulse of Tulum

T U L U M

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R I V I E R A

M AYA

WELCOME TO THE NEW PULSE OF TULUM

BRAND NEW BOUTIQUE HOTEL

HOTEL

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N A R R AT I V E

Sitting coolly on the south side south of Playa del Carmen there is Mexico’s most up and coming destination – Tulum once a sleepy fishing village, now an International destination.

Ideally located close to the Cancun airport, but far enough away to allow for easy access to Cozumel, ruins and Coba, Tulum takes advantage of both the recently born city and the shoreline, offering a Caribbean cool meets cosmopolitan vibe.

Experience seeking travelers will revel in Tulum’s most unique chic hotel – offering amazing experiences and a consistently tailored service indicative of The Resort.

The hotel retains Tulum’s`s authentic concept, blending Mexican tradition with design-forward details. The hotel’s will offer rethought guestrooms and a cozy lobby all close to the most amazing beach front of the world. Located in the heart of Tulum’ -- rated the number one destination in Mexico by TripAdvisor -- The boutique Ultra Luxury retreat provides an unforgettable experience for every guest.

WELCOME TO THE NEW PULSE OF TULUM: THE ALL NEW BOUTIQUE HOTEL

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P O S I T I O N I N G S TAT E M E N T

The town of Tulum has a unique way of doing just about everything.

From live music venues to trendy unique dining and cool spots along the strips, if you’re looking for an authentic Mexican/ Chic experience on the incomparable Caribbean coast, Tulum is the place to be. Nestled between dense Riviera Maya jungle and the pristine Caribbean ocean, the newly open Hotel brings the Tulum hip hotel experience to an unprecedented new level in a part of town that needed a real hotel with professional & and excellent service second to none.

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WHO WE ARE

• Who We Are • Who We Are Not • Simplicity that is creative and vibrant.

• Pretentious, “stuffy” Ultra luxury • A chic, hip and playfull resort experience • A traditional city hotel • Colorful, lively and culturally engaged • Credictable in our programming and amenities

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TA R G E T A U D I E N C E P R O F I L E

The Hotel was created for a traveler that is inherently aware of emerging trends and avoids chasing generic trends attractive to the masses. They treasure thoughtful function paired with beautiful form.

Armed with a deep sense of self, This traveler has an understanding of what’s important to them and what they genuinely love. Choices that they make are selective and deeply personal.

Well-educated life learners, our guest is an eager experience seeker and well versed in culture, art, music, traditions and design. Self-assured, they value a consistent, thoughtful experience, but appreciate a refined edge that prevents the feeling of spoon-fed.

Customized experiences that induce inspiration and elicit character drive loyalty for this guests.

Our guest gravitate to hotels that are intentional in thought and design, avoid pretension and are effortless in execution.

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I N S P I R AT I O N

Inspiration for our marketing and sales teams. They are derived from segmentation research performed by both the sales and marketing teams.

The following goals were created to speak to our target audiences: • • • • • • •

Mexico City, Guadalajara, Monterrey, Puebla Family Vacation Girls + Guys Getaways Adventure Seekers Mayan Heritage Wedding Parties Beach Club followers/ Party

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I N S P I R AT I O N | TA R G E T A U D I E N C E

MEXICO

Mexico City crows that crave excitement, peace and the energy of coolest town in Mexico.

With The hotel the need for the Urban vive is achieved

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I N S P I R AT I O N | TA R G E T A U D I E N C E

F A M I L Y VA C AT I O N

Families traveling with adults, often staying in separate rooms or in same room.

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I N S P I R AT I O N | TA R G E T A U D I E N C E

G I R L S + G U Y S G E TAWAY S

In-the-know groups of men and women that are traveling together to celebrate milestone events such as bachelorette and bachelor parties

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I N S P I R AT I O N | TA R G E T A U D I E N C E

ADVENTURE SEEKERS

Adventure seekers that play hard and want a great night sleep after an adrenaline filled day

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I N S P I R AT I O N | TA R G E T A U D I E N C E

M AYA N H E R I TA G E

Heritage buffs that want a central location to explore the Mayan ruins

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I N S P I R AT I O N | TA R G E T A U D I E N C E

WEDDING PARTIES

Wedding parties that want to host destination weddings in a setting with a perfect blend of jungle and beach

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E D I TO R I A L CO N T E N T OV E RV I E W

Through editorial content published on the social channels, we will lead readers on a journey through the popular classic Riviera Maya activities, while also discovering the hidden local spots of Tulum and the surrounding areas, to truly share the local experience of the region.

We’ll share the best Mayan Ruins to visit (it’s always a tie between Coba or Chicken Itza or Tulum), discover the best Burger and tequila or Mezcal pairing in town in our resort, and showcase the thousands of beautiful fish that can be seen by snorkeling steps from our ocean. We’ll shoot photo essays of our favorite cenotes paired with a hike through the jungle, and curate the perfect night out in Tulum, from pre-dinner drinks to after hours nightspots.

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SOCIAL MEDIA

L A U N C H S T R AT E G Y

The following recommended tactics to launch the resort will assist in building anticipation for the hotel going into new Markets, generate conversation, and develop a fan/follower base for the pages.

Spanish-language will be incorporated into the below strategies to ensure engagement in our target Latin American markets.

First 3 Months Period: Upload header and profile images to Social Network pages (Facebook, Twitter, Instagram, and Google+) First 2 Months Period: Begin posting 1x per week on social pages. Follow relevant influencers and profiles. Content to include BTS construction photo,

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room

details,

press

mentions,

etc.

1.5 Months: Increase social posting frequency to 6-8 times per month, dependent on content. 1 Month: Begin posting daily content on social pages in anticipation

of

highlighting

press

features.

2

Week Host “like-gated” Facebook promotion with corresponding targeted Facebook ad buy to gain relevant, engaged follower base2 Weeks: Shoot “insta guide” of the hotel and unique features guests can participate in during their stay. Shoot snorkeling GoPro camera footage. Film 15-second hyperlapse videos of views from room, cocktails being made, and highlighted off-property experiences . Continue regular posting on social channels, engage with guests, share press mentions

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CONTENT MARKETING LAUNCH

In addition to robust social media channels, the following editorial content marketing strategy is recommended to build excitement of the hotel First to do : Cross-promote press announcement of hotel with leading post on Blogs and e-mail newsletter Host a Q&A with key project partners on blogs (Concierge, Mixologists, GM etc.) about the hotel and what they love about Riviera Maya. Roll our stories weekly.

One Month After Re-Launching: Integrate blog posts about Playa Del Carmen into pages content mix, content will include, but is not limited to: highlighted local spots, activities, festivals, recipes from Chefs/ Mixologist, social media influencer seeding guest blog posts, destination wedding planning tips, etc.

Through partnership with creative (photographers, illustrators, writers), create editorial content around the resort.

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SAMPLE CONTENT INCLUDES: Influencer partnership with style/fashion blogger to create 5 outfits inspired by the Tulum environment Illustrations of scenes inspired by the Hotel Illustrations of key partners to accompany written Q&A profiles Go-Pro Snorkeling/Scuba Video Continue with regular blog posting schedule, sample blog posts include: • Secret swims: the hidden cenotes of the Yucatan Peninsula • The best beaches that have been kept secret until now • The best shopping finds • How to make the perfect taco step-by-step from our Chefs -Guest post by blogger on must-pack items for a weekend trip to Tulum

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P UBLIC

R E L AT I O NS

CURATED BY ALCHEMIA PR FIRM ALCHEMIA.COM.MX

TULUM RIVIERA MAYA

SAMPLING OF

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M E D I A TA R G E T S

K E Y E V E N T S C R E AT I V E I N I T I AT I V E S

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PR TIMELINE

D AT E T B D • Finalize and issue PR initiatives with DOSM • Welcome MEDIA FAM Trip, after opening focus not only of Premium suites and rooms • Work around Music Festivals partnerships and opportunities D AT E T B D • PR firm and Hotel team to conduct in-person kick-off meeting with PR agency • Review PR plan, timeline and press materials • Draft launch teaser announcement

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D AT E T B D • Finalize and distribute launch teaser announcement • Conduct strategy call with Riviera Maya Tourism Board • Review key bios and property fact sheet • Mexico media FAM • Begin planning launch event and identify strategic partners • Identify and pitch various story angles geared to target media in the U.S., Mexico and key international feeder markets (lifestyle, travel, design, culinary, nightlife, meetings & events, men’s interest, weddings, etc.)

• Conduct 1on1 media desksides with top international and regional publications to seed short-lead exclusives and long-lead coverage • Finalize Launch party concept and guest list to occur on in Hotel

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D I G I TA L M A R K E T I N G

WEB | SEO

O B J E C T I V E S : S TA R T TO P O S I T I O N THEHOTEL.COM DRIVE ENGAGEMENT, BUILD ORGANIC SEO RANKING

• Room Types Loading ( final description and new names) • Splash Page Bookable () • Content creation continues • Sky pool, massages, etc.

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FOLLOW UP FROM SALES & MARKETING MEETINGS • Updates made to website based on PR releases and coverage • Search Engine Optimization analysis • Competitive analysis • Copy Optimization • Technical Audit • On-going Optimization

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D I G I TA L M A R K E T I N G

WEB | SEO

O B J E C T I V E S : S TA R T TO P O S I T I O N THEHOTEL.COM DRIVE ENGAGEMENT, BUILD ORGANIC SEO RANKING

• Content completed for F&B, meetings and events, blog content, neighborhood content • Continuing to Introduce packages and specials Search Engine Optimization • Updates made to website based on PR releases and developments • Use all new pictures • Integrate feed with Instagram imagery • Add weddings key words to content and follow up on search results

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DIGITAL MARKETING EMAIL MARKETING

OBJECTIVES: REACH POTENTIAL NEW GUESTS AND DRIVE BOOKINGS

• Enhance Confirmation, Pre-Stay, Cancellation, and Post-stay emails (cheapmailing) • These emails will feature upgrades and promotions • Build Launch Email • Introduces the property and key amenities to stoke interest • Announcement email sent to database with exclusive packages • Guest portal activated with full menu of on and off-site activities

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ON MONTH L AT E R

• Update email is sent to the database • Email may include • New Partnerships (Champagnes, Cuervo, Charity groups, etc., DJ`s etc.)

• F&B/Event Space Announcement • Exclusive packages • Blog creation and follow up

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MARKETING TRENDS

M A R K E T T R E N D S , I N V E N TO RY A N D E CO N O M I C FAC TO R S

• Riviera Maya/TULUM continues to be considered a “safe” destination in Mexico, with no travel advisories being issued for this region.

• Riviera Maya is still considered to be a major tourist destination for travelers worldwide due to the variety of activities and attractions: • Variety of ecosystems and diverse environments • Historic and “magical” towns throughout the region • Major archeological sites and historic ruins • Pristine white sand beaches with variety of water sports • Eco-tourism opportunities

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COMP SETS

F O R I N T E R N A L U S E A N D S TA R REPORTS

Proposed Comp set: To be defined Ex: Mi amor Boutique Hotel, Watal, Kassa, Art House. (define in more detail)

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MARKETPLACE OPPORTUNITY ANALYSIS : FEEDERS

T H E K E Y F E E D E R M A R K E T S I N TO R I V I E R A M AYA A R E :

United States 35%

Europe 15% Mexico 30% Canada 15% South America

5%

The primary feeders within these markets are: New York Area, Texas, Chicago, California UK, Germany, Spain, France, Italy Mexico City, Monterrey, Guadalajara Toronto, Montreal, Vancouver Argentina, Chile, Brazil, Colombia

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MARKETPLACE OPPORTUNITY ANALYSIS : ANNUAL EVENTS

Music Festivals (January) Arena Music Festival International (January/ February) Wine and Food Festival Cancun-Riviera Maya (March) Rum Trade Festival (March) Akumal Comedy Festival (April) Riviera Maya Film Festival (April) Corona Sunsets Music Festival (May) Travesia Sagrada Maya (May) ILTM Americas ¿?

OHL Classic PGA Tournament (November) Ironman (November) Riviera Maya Jazz Festival (November) Dia de los Muertos / Day of the Dead (November) And all music and food events happening in Tulum during the year

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INTERNAL / HOTEL ANALYSIS K E Y VA L U E P R O P O S I T I O N S

The Hotel bucks the beach trend with its powerful combination of both a City side setting and the jungle vive. With a well curated living experience in the one of the most privileged locations.

This fresh, unique, innovative yet simple concept will compel visitors and locals alike with its sweeping views from our infinity pool and lounges.

The Hotel will be in a location that will provide its guests with an experience that characterizes the vibrancy of Tulum just a few steps away form the beach, as well as experiences on the flavorful town.

The Hotel will be known for it easy and perfect service for the most discerning clientele who wish to be in the heart of Tulum, away from everything but close to all town has to offer.

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INTERNAL / HOTEL ANALYSIS K E Y VA L U E P R O P O S I T I O N S

P R I M E L O C AT I O N Tulum, one of the newest and most recognized beach destinations in Mexico, the “soul” of Riviera Maya and the epicenter of over two kilometers of boutiques, restaurants and Chic nightlife M A N Y D I S T I N C T E X P E R I E N C E S for guests NEAR TO NEWLY CREATED RESTAURANTS, BEACH CLUBS, NEW BEACH FRONT L O U N G E C O N C E P T S , including ocean and sports bars S I G N A T U R E G U E S T E X P E R I E N C E S with focus on local Mayan heritage and personalized VIP treatment

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INTERNAL / HOTEL ANALYSIS K E Y VA L U E P R O P O S I T I O N S

WEAKNESSES Independent Hotel Create (“Room in a box) concept. Including all Hotel amenities to match market needs (ASAP) Guest pre arrival experience must be personalized Concierge will take this service to the next level along with Reservations Need for a “ script”. Strong boutique sence and vive. Implement worry free F&B concept

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T H R E AT S Newly opened Hotels across the street with great F&B OFFERS. We need to show the big differences with each other that show that ours is the best option for price paid.

Comp

set

includes

properties

with

well

established and well known names- the Hotel it’s a new product and a Urban retreat compare to comp set Need for new leisure consortia affiliations- need to start working ASAP on this matter Need for guest loyalty program- Need to discuss with ownership

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T U L U M

|

R I V I E R A

M AYA

BRAND NEW BOUTIQUE HOTEL