| Rebranding Tangalooma Wild Dolphin Resort for China & Taiwan |
Promotional
Campaign |
Tangalooma Wild Dolphin Resort Rebranding |
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| Poster |
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| Sales Kit |
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| Objectives |
Research and develop a new brand in China for one of Australia's most famous large scale ecotourism resort developments. |
| Client / Partners |
Tangalooma Wild Dolphin Resort |
| Market Place |
China & Taiwan both for leisure and business tourism travel markets
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| Strategies |
Tangalooma is well known in the travel industry and it was important to elevate the brand to maintain growth (especially in yield) in targeting the more affluent markets of China & Taiwan. |
Coverage Gained /
Number of Delegates |
The new collateral was distributed to the key travel agents of China & Taiwan, with the point of sale promotional collateral distributed at a retail consumer level. |
| Tactics - Details of the Campaign / Event and Returns |
In the new brand development was considered to pay close attention to the growing trend in the consumer markets to pay strong adherence to natural product that are not just good for your health but also lifestyle choices. This is all in keeping with the emerging and discerning middle class looking for more choices and has the disposable income to want choices and decide on more than just price. One of the most common new trends in China and Taiwan is for products to assimilate with the LoHAS branding being 'Lifestyle of Health and Sustainability'.
Results - The complete new range of collateral was designed for the leisure and business tourism travel markets of China & Taiwan. The brand was to take on the values of one of Tangalooma's purest commodities being it’s pure water (both abundant ocean and spring fresh water). This was then combined with lifestyle type images of healthy people enjoying life at Tangalooma, which was a move away form the traditional facility images of the past.
The new range of collateral all translated in simplified and traditional Chinese included:
• Generic Resort Introduction
• Sales Kits
• Fact Sheets
• Resort Maps
• Range of Posters
• Chinese Web Site
• Business Tourism Motivational Piece
• Range of online branded documents able to be tailor made for specific clients
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| Folder |
Fact Sheet |
Resort Map |
Poster |
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