Embarking on projects to support the various communities in the locations

Embarking on projects to support the various

This preview shows page 6 - 8 out of 12 pages.

Embarking on projects to support the various communities in the locations Banyan Tree resorts are situated, Banyan Tree Gallery worked closely with village cooperatives and nonprofit craft marketing agents to provide gainful employment to the artisans. While acting as a marketing channel for Asian crafts like basket weaving, hill tribe cross- stitching and lacquerware, Banyan Tree Gallery also educated its customers about the crafts with an accompanying write-up. In the course of Banyan Tree Gallery’s operations, the community outreach extended from across Thailand to Laos, Cambodia, India, Nepal, Sri Lanka, Indonesia, Malaysia, and Singapore. The result of Banyan Tree’s efforts was “a very exclusive, private holiday feeling,” as described by one guest. Another guest commented, “It’s a treat for all the special occasions like honeymoons and wed- ding anniversaries. It’s the architecture, the sense of place, and the promise of romance.” Marketing Banyan Tree In the first two years after Banyan Tree was launched, the company’s marketing communica- tions was managed by an international advertising agency. The agency also designed the Banyan Tree EXHIBIT 3: Banyan Tree Spa Pavilion with a View EXHIBIT 4: A Contemporary Asian Shopping Experience with a Strong Sense of Corporate Responsibility at Banyan Tree Gallery
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Case 4 • Banyan Tree Hotels & Resorts 457 logo (shown in Exhibit 5), and together with the management came up with the marketing tagline: “Sanctuary for the Senses.” Though furnished luxuriously, Banyan Tree resorts were promoted as providing romantic and intimate “smallish” hotel experiences, rather than luxurious accommodation as touted by most competitors then. “Banyan Tree Experiences” was marketed as intimate private moments. The resorts saw themselves as setting the stage for guests to create those unforgettable memories. When Banyan Tree was first launched, extensive advertising was car- ried out for a short period of time to gain recognition in the industry. Subsequently, the company scaled down on advertising and kept it mini- mal, mainly in high-end travel magazines in key markets. The advertise- ments were visual in nature with succinct copy or showcased the awards and accolades won. Exhibit 6 shows a Banyan Tree advertisement highlight- ing the award-winning Banyan Tree Spa. Brand awareness for Banyan Tree was generated largely through public relations and global marketing programs. For example, relation- ships with travel editors and writers were cultivated to encourage visits to the resorts. This helped increase editorial coverage on Banyan Tree, which management felt was more effective in conveying the “Banyan Tree Experience” from an impartial third-party perspective. Its website, www.
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