Maldives for most, is often perceived to be a singular luxury destination. With luxury spas, private island retreats, under sea suites, sea plane arrivals, speed-cruises and the most beautiful sunsets, there is a consensus that Maldives is a laid-back luxury capital. In such a uniform space, how does one build differentiation?
#1 BuildING differentiation, THAT IS OWNABLE AND CLEAR AS DAYLIGHT.
The first task at hand was to strategise and build clear day-light differentiators between the two luxury resorts - Taj Exotica and Taj Coral Reef, two distinguished and long serving citizens. There was a need to own a clear distinctive mind-space in a market with newer resorts and brands. This positioning exercise was to also help peg the 2 brands to their most critical high ADR source markets like UK, Japan, Middle East and India.
Our answers to right positioning lay in diving deeper
To determine daylight space between two luxury resorts within an accessible radius, of the same parentage and vintage, one had to dive deep and define what were the core ownable promises of each resort. What were their respective competitive advantages.
A heart shaped island of serendipity, an active resort. "the tropic of dos"
An island at your service. never out of character. authentic and service led. "youniquely maldives"
#2 Defining the BRAND personalities. TWO APART.
The Coral Reef personality is a well read and travelled, confident, traveler. Loves an active holiday and has a "always game for it" personality.
Exotica Maldives, defines the barefoot luxury audience, that place emphasis on authentic experiences and life changing moments. They swear by the religion of service.
#3 STORYBOARDING
Glimpses
# 4 CONTENT STRATEGY AND THEMES
Ocean's 11 conceived for Taj Coral Reef, the Tropic of Dos
Our team worked on scripting and storyboarding the Ocean's 11 proposition, a compendium of 11 signature experiences at the resort.
NYUCT Design Labs believes that Taj Coral Reef Resort & Spa is boutique and intimate, an active "verb" resort, an island of serendipity that offers plenty of reason to do everything and if one desires, do nothing.
#5 Brand Campaigns & creative direction
Refining and tailoring the brand's expressions are important as they all add up to the promise. What you say, how you look, how you behave and relate determines the mind-space you own.
#6 CONTENT CURATION & DEVELOPMENT
Reinforcing the criticality of experiences and resort rituals that underline the philosophy.
Rituals and experience journeys determine the foundations of great destination marketing. The storyboards included renewal stories, bucket lists, CSR initiatives and user generated content.
Understanding markets, consumers, culture and communities needs experts who have the wisdom and battle scars.
Driving the "responsible luxury" Coral rehabilitation and propagation theme
This has been one of the key features of the resorts where they have pitched in actively to nurture broken coral fragments to life. This is both a sustainable conservation initiative as also a guest experience. This actively led the brand's expressions across channels.