Resplendent Ceylon/ Sales Representation, Trade Marketing, End Consumer Activations, Public Relations

Objective

Reshape the positioning of Resplendent Ceylon in the Indian market and establish India as a key market for the brand's luxury hospitality offerings in Sri Lanka

Challenges

Perception as Non-Premium Destination: Sri Lanka faces challenges in positioning itself as an elite luxury destination due to the perception of being primarily a mass-market, short-haul destination from India. Overcoming this perception and establishing Resplendent Ceylon as a luxury brand required strategic positioning and targeted messaging

Competition from Cheaper Luxury Options: Within the luxury hospitality segment, Sri Lanka competes with a range of cheaper luxury options, making it challenging for Resplendent Ceylon to stand out and command premium pricing in the market

Low Share of Voice: Resplendent Ceylon faced the challenge of achieving a significant share of voice amidst fierce competition and limited visibility in the Indian market, where other luxury destinations enjoy higher recognition and awareness

Strategy

Trade Marketing Initiatives: Leveraging the success of previous trade marketing strategies, Resplendent Ceylon focused on engaging with key stakeholders in the Indian travel trade industry, implementing initiatives including exclusive events, targeted outreach and sales blitz with key representatives from the brand

Public Relations Campaigns: Collaborating with media partners and influencers, Resplendent Ceylon launched the #LoveSriLanka campaign to reshape the narrative around Sri Lanka as a safe and immersive luxury destination. This campaign involved comprehensive PR initiatives, including experiential FAM trips, social media integrations, and print/digital media coverage in partnership with Travel + Leisure India & South Asia

Strategic Partnerships: Establishing strategic partnerships with reputable Indian influencers such as Shivan & Narresh and Siddharth Shanghvi added credibility and resonance to the brand's messaging, helping position Resplendent Ceylon as a desirable destination for luxury travellers seeking unique experiences

Editorial and Experiential Integration: By integrating Resplendent Ceylon's offerings into editorial and experiential content, including cover features in Travel + Leisure's annual magazine, the brand achieved heightened visibility and recognition among the target audience

Results

Reshaping Perception: Through targeted PR campaigns and strategic messaging, Resplendent Ceylon successfully reshaped the perception of Sri Lanka as a luxury destination, positioning the brand as a leading choice for discerning Indian travellers seeking immersive and safe experiences

Increased Brand Visibility: The #LoveSriLanka campaign garnered significant attention and engagement across media platforms, resulting in enhanced brand visibility and awareness among Indian luxury travellers

Strategic Partnerships: Collaborations with influential personalities and media partners contributed to increased credibility and resonance for Resplendent Ceylon, reinforcing its positioning as a premium luxury hospitality brand in Sri Lanka

Sustained Growth: Despite challenges, Resplendent Ceylon experienced sustained growth in the Indian market, with India emerging as one of the top source markets for luxury hospitality in Sri Lanka. This growth underscores the effectiveness of the brand's strategic initiatives and engagement strategies in capturing the Indian luxury travel segment