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Objective
Establish Preferred Hotels & Resorts as a leading lifestyle brand in India, emphasising its brand values, business excellence, and superlative collection of hotels, resorts, and residences.
Challenges
Brand Repositioning: Following a change in brand architecture in early 2015, Preferred Hotels & Resorts transitioned from a corporate hospitality brand to a lifestyle brand. The challenge was to effectively communicate this repositioning and establish a strong presence in the Indian market
Creating Brand Recognition: Building brand recognition and familiarity among leading media and readers in India required strategic thought leadership positioning and targeted interactions with top luxury, lifestyle, and travel media outlets
Strategy
Thought Leadership Positioning: THRS devised high-quality, distinctly-tailored thought leadership positioning opportunities for Preferred Hotels & Resorts' global and regional spokespersons. These opportunities allowed the brand's leadership to showcase its brand pillars, values, and business excellence through pertinent interactions with top media outlets
Media Familiarisation: THRS facilitated deep familiarisation with Preferred Hotels & Resorts among leading media outlets in India. This involved showcasing the brand's diverse portfolio, unique experiences, and commitment to excellence in hospitality
Participation in A-List Program: As a major outcome of these efforts, Preferred Hotels & Resorts' regional head became an integral part of Travel + Leisure India & South Asia's globally reputed A-List program. This program, introduced for the first time in India in 2019, provided a platform for the brand to establish a prominent print and digital footprint and engage with a discerning audience
Results
Establishment of Brand Footprint: Through strategic thought leadership positioning and media engagements, Preferred Hotels & Resorts successfully established a prominent print and digital footprint in the Indian market, showcasing its brand values and business excellence to a wide audience
Enhanced Brand Recognition: The brand's participation in the A-List program and other thought leadership initiatives contributed to enhanced brand recognition and familiarity among leading media outlets and readers in India
Alignment with Lifestyle Branding: Preferred Hotels & Resorts effectively aligned its brand messaging with lifestyle branding, transitioning from a corporate hospitality brand to a lifestyle brand in the Indian market
Sustained Media Engagement: Sustained media engagement and thoughtfully curated interactions with top luxury, lifestyle, and travel media outlets ensured continued brand visibility and recognition for Preferred Hotels & Resorts in India