ANANTARA EXPERIENCE CAMPAIGN
SUBMISSION FOR BEST STORYTELLING AND COMMUNICATION CAMPAIGN
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A global awareness campaign positioning Anantara as the leading hospitality brand in experiential luxury. Targeting our key markets with signature experiences in our most popular destinations, we present
each up close, personalised and in Anantara style.
ANANTARA EXPERIENCE CAMPAIGNSeptember 2018 – present
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THE ANANTARA BRAND
At Anantara, we believe life is a journey, and a stay at one ofour properties is just one more chapter in a lifetime of travel and exploration. In each destination, guests engage with the places, people and stories that make it like nowhere else in the world through indigenous immersions uniquely Anantara. Our local expertise ranges from Streetwise Gurus leading street food tastings through Bangkok to Surf Gurus tackling the highest waves in the Maldives. Authentic luxury means that each guest experience is tailored both to the individual and the locale.
OUR PROMISE
As a luxury hospitality brand for modern travellers, Anantara connects guests to genuine places, people and stories through personal experiences, and provides heartfelt hospitality in the world’s most unique and exciting destinations.
OUR PILLARS
IndigenousWe deliver truly authentic and original experiences by immersing ourselves and our guests in the locale to provide distinctive and locally infused holidays. We deliver these experiences in a variety of unique destinations – from luxurious resorts on some of the world’s most beautiful beaches, to vibrant cities and iconic historic and cultural places.
ExpertiseSince 2001, we have used our local expertise to create a sense of true authenticity and genuine warmth. Today, we combine this energy with world-class luxury standards to create experiences for guests who look for the new and shun the beaten track.
Authentic LuxuryWe believe that modern luxury should never be uniform or pretentious. The hallmarks of Anantara offerings are organic, unexpected, accessible and intuitive experiences. Guests discover premium touches infused with local spice, not faceless glamour. They experience luxury and service that feel natural and at ease with the surroundings, but never affected and stuffy.
OUR STORYTELLING
With years of history and attention to detail, we are uniquely positioned to curate tailor-made, aspirational experiences that guests will only find at Anantara. The content we create allows us to:
· Tell our brand story· Bring our brand promise and pillars to life· Engage our guests in meaningful and insightful ways· Drive brand affinity
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THE CAMPAIGNThe Anantara Experience Campaign is our first ever brand-level campaign, global in reach to match our rapid geographical expansion over the last five years. Its aims are to grow awareness of the brand in general, position it as the experiential brand of choice, increase its value in the eyes of potential guests and property owners, and build loyalty among existing guests.
Through a multi-faceted and visually bold campaign, we showcase the sheer array of once-in-a lifetime experiences on offer with Anantara – each drawing on indigenous expertise, showcasing tailored luxury, and highlighting the best of the destination.
Matching our key markets with their favourite destinations, we capture trekking through the jungle alongside an elephant, stargazing over the Indian Ocean, and encountering near-extinct Arabian orxyes in a desert sanctuary.
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CAMPAIGN OVERVIEW
ACTIVATION CHANNELS
September 2018 – present
KEY SOURCE MARKETS
LANGUAGESEnglish | German
Arabic | Thai Leading price point for destination
and each property
OFFER DETAILSCAMPAIGN PERIOD
CHANNELS SEP OCT
2018 2019
NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP
BRAND WEBSITE EN, TH, DE, AR, RU, JP
PRINT PR COVERAGEMedia visits and media calls
SOCIAL MEDIAFacebook and Instagram
OTAsTripAdvisor, Agoda, Expedia
BRAND MAGAZINEFootprints
EDMsEN, DE, TH
EDMs
BRAND WEBSITE
OTAs
PPCs, PROGRAMMATIC,AND YOUTUBE
SOCIAL MEDIA
PR COVERAGE
BRAND MAGAZINE
PPCs, PROGRAMMATIC AND YOUTUBE
EN, DE, AR, TH
UAE UK THAILAND GERMANY USA
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BRAND BUILDING
• Position Anantara as a true experiential brand
• Grow awareness and consideration for the brand
LOYALTY DRIVING
• Engage guests • Increase new
enrolments
REVENUE GENERATING
• Drive traffic to new Anantara website• Increase conversion rates and length
of stay• Drive ADR and achieve rate premium
in the long term
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CAMPAIGN OBJECTIVES
CAMPAIGN STRATEGY
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Each stage of the guest journey involves its own communications strategy, with increasing levels of engagement with the guest. This matches our goals of both increasing bookings in the short term and achieving rate premium in the long term.
Life is a journey – experience destination and property
PR, Print, Online, Social, Blogs,Footprints
Destination focus and offerOnline, Social, EDMs, FAM Trips
Rate – special offer – book directOnline, Social, EDMs, Website, Call Centre, OTAs
Re-emphasise and cross-sell destinations and properties
CRM, Property Activations, Social,In-Room Communications
Cross-sell other experiencesCRM and Loyalty
THE CHANNELS THE MESSAGING
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CAMPAIGN TARGET
20%
40%
14%
11%9%6%
UNITED ARAB EMIRATES
Over 40 MaleUnder 40 Female
UNITED KINGDOM
THAILAND
GERMANY
UNITED STATES OF AMERICA
OTHER
TOP KEY SOURCE MARKETS AND THEIR TOP DESTINATIONS
THE AUDIENCE
GUEST PROFILE
KEY SOURCE MARKETS
UAE UK THAILAND GERMANY USA
UAEMaldivesThailandOman
Sri Lanka
UAEThailandMaldives
OmanSri Lanka
ThailandMaldives
UAEVietnamOman
UAEThailandOman
MaldivesSri Lanka
ThailandMaldivesZambia
UAEVietnam
Anantara guests are highly individual and adventurous. They travel to live, immersing themselves in new cultures and new experiences. Tech-savvy and well-heeled, they seek out the authentic without sacrificing on luxury, and are as at ease riding horseback through the desert as unwinding in a spa in the Maldives.
54%53%46%47%
75% 25% 2,500USD
Leisure Business Average spend per stay
SIGNATURE EXPERIENCES
WALK WITH GIANTS – THAILAND MOUNTAIN THRILL – OMAN SWIM WITH RAYS – MALDIVES
ANDAMAN DISCOVERIES – THAILANDSTARGAZING – MALDIVES CAMEL TREKKING – UAE
SOARING OVER SRI LANKAISLAND SAFARI – UAE
UP & CLOSE WITH GIRAFFES – ZAMBIA
SECRETS OF CAMBODIA
CULINARY IMMERSIONSTREASURE OF OMAN
Through a series of vignettes shot around the world, the Anantara Experience tells a story of adventure, immersion and awe. We showcase what makes each destination and its
corresponding Anantara property unique, from Anantara Kihavah Maldives Villas’ setting on the doorstep of Hanifaru Bay, home to hundreds of manta rays, to Anantara Al Jabal Al
Akhdar Resort’s remote mountaintop location, the highest in the Arabian Peninsula.
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CREATIVE ASSETS
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3
7
2
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We worked closely with our agencies for a period of several months to crystallise the strategy, provide creative direction, shoot and film, produce artwork and buy media across multiple platforms. We chose the above signature
experiences unique to Anantara to tell a series of stories and truly showcase the brand.
BRAND MAGAZINE
EDMs AND NEWSLETTERS
BRAND WEBSITE
1VIDEO ASSETS
YouTube, Facebook cover, Facebook TV, Facebook in-stream
video, Instagram TV and Instagram story
4ONLINE BANNERS
Static/animated PPC and programmatic
Special edition of Footprints
PRINT ADS
In-room TV and digital screens in public areas
ON-PROPERTY TOUCHPOINTS
9CALL CENTRE
8STATIC IMAGES
Facebook feed, Facebook carousel, Facebook Messenger ad, Facebook instant article and
Instagram feed
5OTA CHANNELS
OVER 8,000ASSETS CREATED
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CREATIVE EXECUTION
AWARENESS | LEAD GENERATION
PARTNERSHIPS
MEDIA FAMILIARISATION MEDIA GIVEAWAYS
INTERNATIONAL EVENTS
MEDIA REACH
CELEBRITY ENDORSEMENTS
Influencer endorsement from industry leaders and celebrities
Over 10 international events and 20 markets for media calls/visits
50key publications
Leveraging connections with global partners and tourism boards
Media Familiarisation Trip in over 10 destinations
Authentic gifts relating to each experience
CAMPAIGN LANDING PAGE
PRINT ADSEDM ONLINE PPC – DESTINATION
PR ACTIVATION
CAMPAIGN VIDEO - DESTINATION
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CREATIVE EXECUTION
INTEREST | LEAD NURTURING
EDM
ONLINE PPC AND YOUTUBE
SOCIAL MEDIA – DESTINATIONS
Go climbing on the fabled green mountain, where elevated luxury reveals dramatic canyon views at one of the world’s highest resorts. Click below to book your unforgettable journey at Anantara Al Jabal Al Akhdar ... more
Experience great nobility, the epic beauty of nature and meet the giraffes on the banks of the Zambezi River. Click below to book your unforgettable journey at The Royal Livingstone Victoria Falls Zambia Hotel ... more
CAMPAIGN LANDING PAGE
Take flight over the landscapes of Sri Lanka
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PURCHASE | CONSIDERATION
ONLINE PPC AND YOUTUBE – PROPERTIES
SOCIAL MEDIA – PROPERTIES
EDMBRAND.COM OFFERS PAGE OTAs
CREATIVE EXECUTION
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STAY | POST-STAY
GUEST SATISFACTION SURVEY
IN-ROOM TV
ON PROPERTY ITEMS
CREATIVE EXECUTION
PARTNER WEBSITE
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LOYALTY
DISCOVERY CARDS
PARTNER EDM
CREATIVE EXECUTION
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SIGNATURE VIDEOS*
WALK WITH GIANTS
60-s
60-s
30-s
30-s
30-s
15-s
15-s
15-s
CAMEL TREKKING
SECRETS OF CAMBODIA
60-s
*Click to play
The video content builds the foundation of our campaign in terms of curated storytelling. It is crucial to watch the videos in order to fully understand our communication and storytelling approach.
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MOUNTAIN THRILL
SWIM WITH RAYS
COMPILATION VIDEOS
VIRTUOSO SALES/PR CALLS IN-ROOM TV
60-s
120-s 160-s 60-s
30-s
30-s
15-s
15-s
60-s
SIGNATURE VIDEOS*
*Click to play
THE NUMBERS
TOTAL BUDGET(September 2018 to date)
YOUTUBE, PPCs,PROGRAMMATIC
SOCIAL MEDIA
PRINTCREATIVE PRODUCTION
USD 245,000 USD 525,000 USD 235,000 USD 500,000
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USD 12 MILLION
TOTAL REVENUE(September 2018 to date)
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THE RESULTS
KEY PERFORMANCE INDICATORS (KPIs)
BRAND BUILDING
Brand Awareness(year-on-year)
Brand Consideration(year-on-year)
Repeat Guests
New Members
+35% #4 #7 +24%
+12%
+32%
REVENUE GENERATING(September 2018 to date)
LOYALTY(September 2018 to date)
OTHER
EDMs BRAND WEBSITE PPCs, PROGRAMMATIC AND YOUTUBE
PR COVERAGEPRINTSOCIAL MEDIA
1.4 million reach 7 million visits 4.5 million views
20 countries5 million reach32 million reach
Length of StayADR
Website Traffic Bookings
+13% +1.85
+13% +19%
Brand Positioning
Top 25 Hotel Brands in the World
Top 5 Hotel Brands for
Leisure
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THE SUMMARY
CAMPAIGN NAME
PERIOD
CAMPAIGN REACH
LANGUAGES
KEY SOURCE MARKETS
BUDGET SPENT
TOTAL REVENUE
RECOGNITIONS
OVERVIEW
COMMUNICATIONS STRATEGY
TARGET AUDIENCE
CREATIVE ASSETS
PRODUCTION AGENCIES
OBJECTIVES
Anantara Experience Campaign
September 2018 – present
*September 2018 – present
General public, global
English | German | Arabic | Thai
UAE | UK | Thailand | Germany | USA
USD 1.5 million*
USD 12 million*
#7 in Travel+Leisure Top 25 Hotel Brands in the World 2019 ( jumped from #13 in 2018)#4 in DestinAsian Top 5 Hotel Brands for Leisure
A global awareness campaign positioning Anantara as the leading hospitality brand in experiential luxury. Targeting our key markets with signature experiences in our most popular destinations, we present each up close, personalised and in Anantara style.
Each stage of the guest journey involves its own communications strategy, with increasing levels of engagement with the guest. This matches our goals of both increasing bookings in the short term and achieving rate premium in the long term.
Anantara guests are highly individual and adventurous. They travel to live, immersing themselves in new cultures and new experiences. Tech-savvy and well-heeled, they seek out the authentic without sacrificing on luxury.
Videos, print ads, eDMs and newsletters, online banners, brand and partner websites, brand magazine, static images, and on-property touchpoints.
ExtraMile | LuxHD | Third Aspect | Slider | No Dutch No Glory
Brand Building• Position Anantara as a true experiential brand • Grow awareness and consideration for the brand
Revenue Generating• Drive traffic to new Anantara website• Increase conversion rates and length of stay• Drive ADR and achieve rate premium in the long term
Loyalty Driving• Engage guests and increase new enrolments
anantara.com