CASE STUDIES

THE SALIL HOTEL

Service

  • Pre-Opening Branding & Marketing Communications Consultancy
  • Ongoing Marketing Communications Consultancy

Situation

  • Salil Hospitality Group launched its first premium hotel in Bangkok and looked for a professional consulting company to assist and direct various parties, namely the branding and marketing communications teams, in taking the new hotel into the direction and vision the owners had in mind.

Strategy & Action

  • PaM++ applied full-scale consultancy starting with the branding process of which was used to guide all design direction and development all the way to communications purposes. We created hotel’s own concept in order to reflect on the unique design and functions. Hence, the opening received significant awareness and interest without having to do an actual grand opening. After opening, PaM++ consulted management and Marketing Communications team to success.

Outcome

  • The Salil Hotel Sukhumvit 57-Thonglor’s performance has always met the plans, if not exceeded. It is voted one of the most photogenic hotels with great stories to tell. And it is the benchmark for the Group to expand further with already a few hotels in the pipeline.
  • A clear brand direction established and virtually carried out via design, architecture and services.
  • A clear communications established enhancing and expanding revenue-generating channels beyond conventional ones.

PEGGY’S COVE RESORT

Service

  • Branding for Pre-Opening and Marketing Communications Consultancy
  • Public Relations after opening

Situation

  • Peggy’s Cove was created to be the leader in accommodation in Chantaburi with the design, concept, amenities, product quality as well as the premium price point. The owners were not certain if the direction was viable.

Strategy & Action

  • What would best reassure owners better than a tangible solution? We consulted and assured client that solid branding foundation will communicate the right messages to the type of customers that they actually wanted, at the desired price point because of the ‘experience’, not just a ‘stay’. Entire branding process was done from the story, the reasons to buy and making sure that Peggy’s Cover Resort’s brand and product positioning stays intact through several of Marketing Communications channels including our Public Relations services.

Outcome

  • We aimed to make Peggy’s Cove Resort a ‘destination’ of Chantaburi, a must-visit whether to stay or not, and it has become that since opening.   As we planned, Peggy’s Cove is also perceived as a brand who tells stories of Chantaburi.  Hence, the catch phrase, “Chantaburi has stories, and we’re telling them.”

Mexicano

Service

  • Re-Branding Process & Brand identity.  Creative Design

Situation

  • Senor Pico, a pioneer in Mexican cuisine in Bangkok, had to go through a re-branding process and the concern was obvious; how do we re brand a brand that had become a legend in the field?

Strategy & Action

  • Leverage on the legend, and build from it. Senor Pico was a man, one man.
  • So, we recreated ‘a’ man, a Mexicano. Hence, the name Mexicano who was still a man who would provide all the great and fun Mexican Cuisine that guests all knew and loved.
  • Brand identity based a lot of different fun elements evolving around the guy; his guitar, his mustache, his musical notes.

Outcome

  • Guests of Senor Pico quickly learned and the new name and the new brand, and quickly accepted it.
  • New guests also quickly picked up the fun and tasty vibe from the new brand and its story.

MYIS INTERNATIONAL SCHOOL

Service

  • Re-Branding Process & Brand identity.

Situation

  • Magic Years International School was going through a major growth process where they were moving to a bigger location and added more grades to the their curriculum.  They needed to revamp their entire perception of being just a kindergarten.  It was a sensitive time, hence they reached out for professional help to smooth in the process.

Strategy & Action

  • Rather than just applying just a new logo and new brand identity, PaM++ applied a brand positioning strategy in order to ensure that the current parents feel good and understand the changes and continue to support while the potential parents take in the credibility and the selling points of Magic Years. We created a touching story, not just graphics work.

Outcome

  • Magic Years International School successfully moved and launched their new branding and the enrollment rate has reached expected goals. They also took the branding process and expanded further on their communications strategy, of which helped greatly with the awareness of their growth.

Round 2:

  • As Magic Years International School had grown further since its original re-branding, they decided to rename the school MYIS in order to convey a more grown-up image.
  • They once again contacted PaM++ to assist in translating their intent into a revised logo and brand identity. PaM++ assisted and fulfilled their objectives in :
    • Retaining the core brand identity’s mood & tone
    • Retaining warmth and the community values of the brand
    • While providing a more mature take on the logo
    • While providing a rationale that can be explained to their audiences of the transition of the logo rather than a “change”

THE CONTINENT HOTEL

Service

  • Public Relations

Situation

  • The Continent Hotel has opened for several years, but in need of a kick for exposure in terms of awareness and to push out the products and services.

Strategy & Action

  • As a hotel that has opened for quite some time, we strategized to ensure that we would always have news-worthy yet creative content for the media for client’s consistent exposure. Public Relations angle is never straight forward, we adapt so that it is always win-win result for all.
  • PaM++ plans on a monthly basis to pick the right PR activity for best solutions be it press release, media roundtables, or PR events. Making simple hotel promotion into an interesting spin for media is out-of-the-box PR work.

Outcome

  • PR value received each month has been beyond budget and media has praised on the creativity of the news content provided by PaM++ and The Continent Hotel.

LUB D KOH SAMUI

Service

  • Pre Opening/Opening period : Branding, Digital & Public Relations

Situation

  • Lub d brand was looking to launch its latest hotel in Koh Samui, one of which would be the benchmark for other Lub d’s future properties – a new concept in addition to its famous Hostel concept.

Strategy & Action

  • In order to not disvalue the overall hostel strength of the brand, we steered away from labeling the new hotel as a hotel type e.g. Boutique, full-scale, etc. but rather we branded it with our own new definition of the property “social hotel” and build brand story around it. 
  • PaM++ dictated the direction of Social Media to reflect on the brand positioning of a social hotel with personality, tone of voice, target audiences and allocated the budget accordingly all of which were supported by media fam trips. All were done to ensure that the newly open hotel captured both international and domestic target groups.

Outcome

  • Lub d Koh Samui Chaweng Beach quickly established itself as the hotel that ‘fills in the gap’ between the luxury hotel and the B&B or budget accommodation.
  • It established personality that makes it and its on premise beach club the new hang out place for locals and tourists alike.
  • Met budget during first month of opening and social media has become a booking channel and booking inquiry channel.

INTERCONTINENTAL PATTAYA

Service

  • Public Relations & KOLs invitation

Situation

  • The Resort was going to through a brand switch from a famous international brand to InterContinental. Certain rooms and suites on certain wings had renovation work done, but nothing else changed much. However, the management needed to have some exposure out.

Strategy & Action

  • PR strategy was very straight forward, PaM++ needed to get the attention of the media and enticed them to visit (once again) but under the new name.
  • Hence, product pitch was not the strategy, but focus was on the luxury and luxurious services and offerings instead when staying at this resort. We sold the experience to the media.

Outcome

  • The media in turn sold that same experience they had to the readers.
  • 49 clippings from only a few media trips with media value of nearly 20 million THB.
  • PaM++’s PR angle was very well received that we were able to invite Thailand’s one of the top super stars to become KOLs and stay at the resort at no charge.

CAPE DARA RESORT

Service

  • Pre-Opening Branding & Marketing Communications Consultancy
  • Ongoing Marketing Communications Consultancy

Situation

  • Cape Dara Resort Pattaya was the first of its Group to become the luxury 5-star resort; hence the owning company and management looked for professional assistance in ensuring the opening was not only effective but long standing.

Strategy & Action

  • Since Pattaya was very competitive at the time and also with the “sin city” image, but Cape Dara had several selling points that could literally differentiate it.  Hence, PaM+ created a solid branding solution that in turn resulted in strong marketing communications direction and content management as well as positioned Cape Dara as the Resort that reflected the ‘tranquility of yesteryears”.  PaM++ went on to consult the Marketing Communications team to implement the Pre-opening and Opening strategic plan to success.

Outcome

  • Cape Dara Resort Pattaya is now one of the top hotels in Pattaya City which gained a lot of attention from the media, the public as well as movies and events industry.  To this day, it holds strong its reputation of great story and standards originally built during pre-opening phase.

 

ICHIKA OMAKASE

Service

  • Brand Positioning
  • Digital Marketing

Situation

  • A brand new Omakase restaurant when it first opened. This kind of dining started to become well known but yet not widespread. Ichika opened inside a hotel, hence the owners were concerned about the perception and awareness because they had no prior restaurant management experiences.

Strategy & Action

  • The first strategy was to make sure Ichika was positioned as the ‘friendly, accessible’ Omakase restaurant in order to capture those new to the experience, but at the same time do not reduce quality in order to capture the more experienced diner. “Art on Stage” campaign.
  • Digital Marketing was key, supported by PR, but Digital was the main focus as influencers and visual feeds people see on social media were critical elements; both for first time experiences and for repeat business.
  • Filtering the right audiences for digital marketing, planning for the appropriate content, and monitoring of performances were performed on a daily basis.

Outcome

  • 500% ROI on social media spend
  • Bloggers and KOLs praised it as one of the top Omakase places in Bangkok
  • Digital platform becomes one of the top revenue generating channels for Ichika, alongside direct bookings.