Can an island resort find a strategic footing for a successful launch?
With luxe competitors who already carved out the highly competitive market, this mid-range resort needed to find strong differentiation to help them shine.
Ranveli Hotel & Resort
Can an island resort find a strategic footing for a successful launch?
With luxe competitors who already carved out the highly competitive market, this mid-range resort needed to find strong differentiation to help them shine.
Ranveli
Who They Are:
New Resort Offering Its Own Islet
Their resort is located on its own reef-ringed atoll in the Maldives, offering private villa accommodations on land and over-water.
Final Stages of Development
Construction of the resort was nearing the final finishing touches, and interior decorating was just starting.
Vibrant Array of Activities and Amenities
The resort offers full spa services, multiple dining locations, and a range of activity options for adventure and leisure.
Who They Are:
New Resort Offering Its Own Islet
Their resort is located on its own reef-ringed atoll in the Maldives, offering private villa accommodations on land and over-water.
Final Stages of Development
Construction of the resort was nearing the final finishing touches, and interior decorating was just starting.
Vibrant Array of Activities and Amenities
The resort offers full spa services, multiple dining locations, and a range of activity options for adventure and leisure.
the situation:
Their NYC Branding Firm Left Them Lacking
The expensive big-city agency who handled their branding has left them feeling underwhelmed and unsure how to position themselves.
Area is Already Crowded with Competition
The Maldives are full of resorts on their own islets already, each targeting a different audience group from luxury solace to fun family adventures.
Eager to Begin Accepting Booking ASAP
As completion creeps closer, the need to launch their marketing and attract bookings right away becomes more and more pressing.
the situation:
Their NYC Branding Firm Left Them Lacking
The expensive big-city agency who handled their branding has left them feeling underwhelmed and unsure how to position themselves.
Area is Already Crowded with Competition
The Maldives are full of resorts on their own islets already, each targeting a different audience group from luxury solace to fun family adventures.
Eager to Begin Accepting Booking ASAP
As completion creeps closer, the need to launch their marketing and attract bookings right away becomes more and more pressing.
the challenges:
Unfocused Audience
Their broad audience approach is conflicted with contrasting needs and desires.
STRATEGY
Unclear of Stance
There’s some uncertainty around how they stack up to competitors.
DIFFERENTIATION
Weak Differentiation
Their selling points were similar many other competing hotel resorts.
DIFFERENTIATION
Value Proposition
No clear reason for why holiday goers should choose their resort over others.
POSITIONING
General Messaging
Their current copy is basic and could be describing any beach anywhere.
MESSAGING
Generic Brand Design
Their current branding doesn’t match the quality level of the physical space.
BRANDING
the aftermath:
Growing Pains
Lack of a blueprint made the brand unclear when planning a marketing push and new location design.
operations
We want the guests to feel at home in our rooms. And enjoy the nature. Both on the island with the flowers and plants and the white beach. The blue lagoon. Wildlife in the sea.
—
the New Opportunities:
Drastic Growth
They grew rapidly in popularity, production, and staff size.
Drastic Growth
They grew rapidly in popularity, production, and staff size.
the challenges:
Unfocused Audience
Their broad audience approach is conflicted with contrasting needs and desires.
STRATEGY
Unclear of Stance
There’s some uncertainty around how they stack up to competitors.
DIFFERENTIATION
Weak Differentiation
Their selling points were similar many other competing hotel resorts.
DIFFERENTIATION
Value Proposition
No clear reason for why holiday goers should choose their resort over others.
POSITIONING
General Messaging
Their current copy is basic and could be describing any beach anywhere.
MESSAGING
Generic Brand Design
Their current branding doesn’t match the quality level of the physical space.