DREAM HOTELS & RESORTS GROUPA journey of a thousand miles begins with just one step

2014

2014

HARTENBOSLAGOON RESORT

20142014

20142014

2014

Highland RunFly Fishing Estate

OVERALL STRATEGY0 days

VISUAL LANGUAGE0 days

COMMS STRATEGY0 days

LAUNCH STRATEGY0 days

PROGRESSInnovation is a key ingredient to the success of any business. We have realised that we need to align our positioning with the best practice in the industry, but still build on the legacy that we have developed over the years.

We have realised that in order to get ahead in our game, we need to consolidate our individual assets to better exploit opportunities, counter threats and capitalise on the strengths that we have as a collective – UBUNTU

A comprehensive brand audit was undertaken, including an internal brand audit that provided insight into how the staff of our business could have their experience of the brand and business improved by involving them in the future development of the brand, as well as the guest experience! In addition to this we also considered the external positioning of the brand and how best to communicate its unique positioning.

NEW STRATEGIC DIRECTION

Developing a brand that will drive our culture is critical. The brand should not only be aesthetically pleasing, but must also be able to tell a story. It must be something that everyone is proud of.

We expect the following 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 high quality and attractive to all target markets.

BRAND DEVELOPMENT AND MARKETING COLLATERAL

WEB DESIGN0 days

BRAND DESIGN0 days

WEB DEVELOPMENT10 days

MANAGER CATALOGUE20 days

PRESENT CATALOGUESat launch

PROGRESS

Most of the groundwork has been completed and the roll out and implementation has begun. This includes all legwork, running around, and panicking about deadlines. It involves the develop-ment of a new and exciting HR training and induction pro-gramme, training of how the brand will influence you, how you interact with the brand (guidelines) and 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!

ROLL-OUT AND IMPLEMENTATION

THE EXECUTIVE0 days

COLLEAGUES70 days

MEMBERS70 days

GENERAL PUBLIC77 days

TRADE120 days

PROGRESS

SAVE THE DATES

INTERNAL LAUNCH13 February 2015

INTERNAL TRAININGStarting 16 February 2015

TRAINING AND ROADSHOWSStarting 22 February 2015

PUBLIC LAUNCH20 February 2015

AGENCY LAUNCH & TRAININGMarch 2015

TRADE LAUNCH - WTM AFRICAApril 2015

DREAM HOTELS & RESORTS GROUPA journey of a thousand miles begins with just one step