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

2014

2014

HARTENBOSLAGOON RESORT

20142014

20142014

2014

Highland RunFly Fishing Estate

OVERALL STRATEGY0 days

VISUAL LANGUAGE0 days

COMMS STRETEGY0 days

LAUNCH STRATEGY0 days

PROGRESSnnovation 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 communi-cate its unique positioning.

NEW STRATEGIC DIRECTION

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. COM-PETITIVE – 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.

BRAND DEVELOPMENT AND MARKETING COLLATERAL

WEB DESIGN0 days

BRAND DESIGN0 days

WEB DEVELOPMENT10 days

MANAGER CATALOGUE20 days

PRESENT CATALOGUESat launch

PROGRESS

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!

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 begin with just one step