Luxury hotel in marakesh hotel launch support proposal

Presented by Fusion Marketing, October 2007

POSITIONING POSITIONING Hotel MarrakechHotel Marrakech

IN THE GULF REGIONIN THE GULF REGION

Presentation following destination visit Nicki PagePresentation following destination visit Nicki Page

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http://images.google.com/imgres?imgurl=http://www.claydesigner.com/moroccan%2520foyer%2520for%2520web.jpg&imgrefurl=http://www.claydesigner.com/&h=450&w=600&sz=59&hl=en&start=39&tbnid=sFAAVqJtzBHdeM:&tbnh=101&tbnw=135&prev=/images%3Fq%3DMoroccan%2Bart%26start%3D20%26gbv%3D2%26ndsp%3D20%26svnum%3D10%26hl%3Den%26sa%3DN

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OBJECTIVES To position and launch Hotel Marrakech on the

reputation of unique Moroccan culture and architecture in the region.

To introduce a new property in the portfolio into the region.

To deliver marketing communication campaigns in the GCC to cross promote Hotel Marrakech in other geographically regional area

To ensure the media are provided interesting news and features to support with editorial in the English and Arabic press.

Presented by Fusion Marketing, October 2007 Presentation following destination Presentation following destination visit Nicki Pagevisit Nicki Page


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http://images.google.com/imgres?imgurl=http://www.homesgofast.com/images/properties/12608A.bmp&imgrefurl=http://www.homesgofast.com/property/Morocco/&h=338&w=310&sz=308&hl=en&start=17&tbnid=vLPITglMN6FJEM:&tbnh=119&tbnw=109&prev=/images%3Fq%3Dmoroccan%2Bresort%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG

TRAVEL TRENDS IN THE TRAVEL TRENDS IN THE GCCGCC

The GCC outbound represents 68% of all the outbound travel in the Middle East.

Source: Market Vision, a Dubai-based market research company

Presented by Fusion Marketing, October 2007 Presentation following destination Presentation following destination

visit Nicki Pagevisit Nicki Page


SAUDI ARABIA The Kingdom of Saudi Arabia is the largest tourist generating

market in the Middle East accounting for about 40 % of all outbound travel from the region.

About SR 27.6 billion (US$ 7.4 billion) was spent by Saudi outbound tourists in 2002.

77% of all Saudi outbound trips in 2002 were made to Middle East destinations, 14 % were to East Asia/Pacific and South Asia; while 5% were to Europe. Africa accounted for 3% of all outbound trips (US$ 222 million).

75% of all Saudi outbound travellers take a long vacation once or twice a year and stay away an average of 27.8 nights per trip.

Saudi residents travel in large groups, usually consisting of family members.

75% of all Saudi travellers stay in 4 & 5 star hotels.

The Saudi outbound market continues to grow. Presented by Fusion Marketing, October 2007

Presentation following destination Presentation following destination visit Nicki Pagevisit Nicki Page


UNITED ARAB EMIRATESThe UAE is a rich country with high individual net

worth.

• 59,000 millionaires in a population of less than 5 million.

• Abu Dhabi had the highest per capita GDP in the world last year at Dh169,500 (US$46,185), the average per capita income in the UAE was Dh107,164 (US$29,200) – Source: UAE Govt




HOW WE CAN HELP…HOW WE CAN HELP…




Who we are…Who we are…• Fusion Marketing is an integrated marketing communications company that has been in the market for 6 years.

• Specialist in hotel and tourism marketing communications.

• Representative offices in Bahrain and Saudi.

• Strong media contacts in the region and strategic input to clients.

• Integrated solutions allowing for better return on investment. Advertising, direct mail, events all play their part in the communications solution.

• International team with strong PR and Marketing Directors.



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70% of all our clients are referred by other satisfied 70% of all our clients are referred by other satisfied clientsclients

Current & Past Clients (I)



http://www.hyatt.com/hyatt/index.jsp

http://www.moevenpick-hotels.com/

http://www.fullertonhotel.com/en/home.html

http://london.langhamhotels.com/index.html

http://bangkok.lebua.com/default-en.html

http://www.starwoodhotels.com/westin/index.html

Current & Past Clients (II)



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http://www.businesstravelshow.ae/default.aspx

An Integrated SolutionAn Integrated Solution

Customer

Services

Partner Marketi

ng

PR Media Relatio

ns

Sales

PR Events

Creative

Strategy

Fusion



TARGET AUDIENCESTARGET AUDIENCES From consideration of the potential from all segments the target

audience will be as follows:

• Sporting Individuals and groups/teams• Family with children

Arab families Mixed expatriate community (in UAE and Saudi

specific)• Highly mobile individual – FIT segment • Business Travelers• Corporate MICE • Wholesalers and retail• Special interest groups like weddings/honeymooners



TARGET MARKETSTARGET MARKETS• Travel Trade in the Gulf primarily focused on UAE and Saudi as

primary targets.

• Corporate companies with outbound group mice business – sector specific i.e. Pharmaceuticals, motor.

• FUSION clients often approach us for mice events, through our clients we can promote mice events to Iberotel properties.

• Leisure traffic – high yield expatriate, Arab and expatriate clients who book direct using search engines as support.

• Media – key editors and writers from trade and life style publications.




TRADE RELATIONS1. Meeting with key agents for contracting new hotel, education

of portfolio.

2. Travel Trade FAM trips with key airlines for key source markets.

3. Travel trade e-broadcasts.

4. Travel Trade incentive scheme.

5. Roadshow event with Emirates air or Gulf air. Travel trade evening with travel trade press.

6. Travel trade support at key shows to encourage visitors to meet with management.




PR ACTIONS – TRADE PRESS AND CONSUMER PRESS

• Press trips e strategic social and digital marketing• Writing of feature articles

• Press releases

• Interviews

• Press monitoring

• Press pack• Press office support monthly • Ladies club event with media

• Reader offer/competitions Presented by Fusion Marketing, October 2007



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KEY EVENTS TO ATTEND Mice Abu Dhabi – April 2008.

ATM Dubai, May 2008.

Bahrain Travel Show, May 2008.




MEDIA RELATIONSHIPS

Emarat Al Youm, Gulf News, Khlaeej Times, Al Bayan, Emirates Today, 7 Days, Al Ittihad, Ok ME, Ahlan, Kul Ul Usra, Friday, Zahrat Al Khaleej, Weekend, Oryx Open Skies, Jumeirah Beach, MEED, ATN, ME Travel, TTN, TTG, Business Traveller news, Mice International, Visitor, Time Out Dubai….

Using our extensive resources, Fusion will work with Marrakech to choose the best way to market Marrakech in the

GCC.




AWARENESS BUILDING WITH TRAVEL TRADE/MEDIA

Familiarization trips:

Various sectors will be targeted using leading travel and tour operators as well as niche media publications, For example:

• Arabic family holidays.• Honeymoon packages.• Short holiday breaks.• MICE groups.• Sport / adventure packages.

In addition to the familiarization trips, road shows highlighting the above aspects will be conducted on an ongoing basis in the target markets.




Why Fusion Marketing?… Our solutions are our people – experienced frontline tourism and marketing

professionals.

Full service solutions in the UAE and GCC.

A wealth of destination marketing experience – and GCC will be a destination in its own right.

Innovative marketing & PR solutions with quantifiable results.

Excellent media relations; TV and Press, in Arabic and English.

Strong knowledge of the Dubai inbound tourism proposition including personal DMC/tour operator and travel industry contacts in key long haul markets.

In-depth knowledge of consumer travel trends outbound from Europe and the GCC.

The ability to maximize return on investment.




Dubai Media CityP.O. Box 72248

DubaiUnited Arab Emirates

Thank Thank you!you!



Luxury hotel in marakesh hotel launch support proposal

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