Launch Of Hotel Rebuilding a Destination New Product Launch Tapping Into New Markets Creating Brand Identity Building Off - Season Sales Building Awareness and Sales Building Market Share Niche Marketing Tapping Into New Growth Markets B2B New Product Launch Cruise Ship Launch Building a Buzz Building Hotel Sales Post Crises Relaunching in Crowded Marketplace Resort Relaunch Generate Revenue & Awareness Via Social Media Twitter As Luxury Marketing Tool
Launch Of Hotel: Marquis Los Cabos Beach, Golf, Spa And Casitas ResortSituation Analysis. Marquis Los Cabos is in a highly competitive luxury market with Ventanas al Paraiso, consistently ranked as the top resort in Mexico in reader polls; One & Only Palmilla, which had a multi-million dollar celebrity opening; and Esperanza which basks in the pedigree of a famous sister resort. The challenge for KWE Partners was to break through the competitive set and position Marquis Los Cabos not only as one of the best resorts in Los Cabos, but also, in Mexico, with limited advertising and budget (no paid celebrities, costly events, etc.), and no celebrity “pedigree” or recognized resort brand.
Objectives. Establish Marquis Los Cabos’s distinctive personality and break through positioning. Grab the media spotlight on a consistent basis. Build occupancy in the first full year of operation and thereafter. Generate awareness among target audiences especially on the U.S. West Coast and niche markets. [Top]
- Target high-end niche media, especially architecture and design, spa, and bridal. KWE Partners also coordinated a familiarization trip for wedding planners that was one of the first in the industry." [Top]
- In the first quarter of 2005, the second year of occupancy, the resort exceeded projected budget figures by double digits. [Top]
1581 Brickell Avenue Suite 1103, Miami, Florida 33129