88%(8)7 out of 8 people found this document helpful
This preview shows page 6 - 8 out of 12 pages.
Embarking on projects to support the various communities in the locationsBanyan Tree resorts are situated, Banyan Tree Gallery worked closely with villagecooperatives and nonprofit craft marketing agents to provide gainful employment tothe artisans. While acting as a marketing channelfor Asian crafts like basket weaving, hill tribe cross-stitching and lacquerware, Banyan Tree Galleryalso educated its customers about the crafts with anaccompanying write-up. In the course of BanyanTree Gallery’s operations, the community outreachextended from across Thailand to Laos, Cambodia,India, Nepal, Sri Lanka, Indonesia, Malaysia, andSingapore.The result of Banyan Tree’s efforts was “a veryexclusive, private holiday feeling,” as described byone guest. Another guest commented, “It’s a treat forall the special occasions like honeymoons and wed-ding anniversaries. It’s the architecture, the sense ofplace, and the promise of romance.”Marketing Banyan TreeIn the first two years after Banyan Tree waslaunched, the company’s marketing communica-tions was managed by an international advertisingagency. The agency also designed the Banyan TreeEXHIBIT 3:Banyan Tree Spa Pavilion with a ViewEXHIBIT 4:A Contemporary Asian Shopping Experience with a StrongSense of Corporate Responsibility at Banyan Tree Gallery
Case 4 • Banyan Tree Hotels & Resorts457logo (shown in Exhibit 5), and together with the management came up withthe marketing tagline: “Sanctuary for the Senses.”Though furnished luxuriously, Banyan Tree resorts were promoted asproviding romantic and intimate “smallish” hotel experiences, rather thanluxurious accommodation as touted by most competitors then. “BanyanTree Experiences” was marketed as intimate private moments. The resortssaw themselves as setting the stage for guests to create those unforgettablememories.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 awardsand 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 throughpublic relations and global marketing programs. For example, relation-ships with travel editors and writers were cultivated to encourage visits tothe resorts. This helped increase editorial coverage on Banyan Tree, whichmanagement felt was more effective in conveying the “Banyan TreeExperience” from an impartial third-party perspective. Its website, www.