U Hotels is a brand based out of Bangkok. The positioning of this brand is extremely niche in that they identify hotel and resort properties and tie-up to man, manage and operate the property. There are clear guidelines and standards for each property managed by U Hotels.
U Topicana, a resort at Alibaug near Mumbai, is the first property managed by the U group of hotels in India. The showcase product needed communication support, U Hotels approached Collateral.
Collateral designed and created the entire strategy for the launch of the property. A few visits to the under construction property and the plan was ready. Slide after slide as the strategy followed by the creative was presented, the client got convinced about their decision of having given the job to Collateral.
Once the positioning was done, the campaign got ready, budgets were agreed upon, now the wait was for the first phase to be ready. Collateral proposed a soft launch. The timing was perfect as it was Christmas and New Year’s Eve. A get together for close potential customers and friend was organised. The results – a couple of the 11 Villas booked! What a way to begin the year!
Lots of initiatives are on the anvil, let the hospitality begin.