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Hospitality ON Event - Awards

Worldwide Hospitality Awards

Tuesday 30 November 2021 à 18:00

En cours - Best Advertising Campaign

Anantara Hotels, Resorts & Spa

Campaign - Anantara Experience Campaign

A global awareness campaign positioning Anantara as the leading hospitality brand in experiential luxury, presenting signature experiences in our most popular destinations.

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At Anantara, we believe life is a journey, and a stay at one of our properties is just one more chapter in a lifetime of travel and exploration. In each destination, guests engage with the places, people and stories that make it like nowhere else in the world – through experiences uniquely Anantara.

The Campaign

The Anantara Experience is our first ever global, brand-level campaign to build brand reach, equity and loyalty. We showcase the sheer array of once-in-a lifetime experiences on offer with Anantara – trekking through the jungle alongside an elephant, stargazing over the Indian Ocean, and encountering near-extinct Arabian orxyes in a desert sanctuary.

Communications Strategy

Anantara guests are highly individual, tech-savvy and open-minded. We identified our key source markets, their favourite destinations, and planned 360˚ communications around each stage of the guest journey, from brand awareness through to booking and post stay outreach.

Creative Execution

Working with our agencies for a period of several months, we shot film and video for 12 iconic experiences across the globe. These were then translated into 8,000 creative assets, including eDMs, online banners, PPCs, print ads and on-property collateral. With a media budget of USD 1.5 million, we also utilised the brand website, brand magazine, YouTube, social media channels, PR fam trips and our loyalty programme to spread our message.

The Results

In the year following the launch of the campaign, the Anantara brand was awarded by both Travel + Leisure and DestinAsian in their readers’ choice awards. Brand awareness increased by 15%, ADR by 13% and bookings by 27%. A campaign budget of 1.5 million translated into USD 12 million in total revenue.

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