The strategy is always important when we’re talking about Marketing. But it’s not that obvious when it comes to thinking in a clear positioning that makes your Brand different from your competitors.
Sometimes defining a strategy requires from benchmarking technique, but other times some businesses have a clear idea of what they want to be or what problem they’re facing.
Andorra Park Hotel is one of the greatest hotels in the country – and by the way, highly recommendable to go if you plan holidays in Europe. It’s got incredible installations in the middle of the town, surrounded by mountains and nature. Plenty of space to organize any event: from weddings to business meetings or birthday parties. It’s got a five stars gastronomic restaurant, services such as a gym, swimming pools, spa, and wellness.
Except for the hotel, all those services were available for the citizens of the country.
The strategy was positioning the Brand as “affordable luxury”. For that, we had to include in their Marketing plan several actions that made those people just come to the place and realize that it wasn’t that expensive after all. The idea was to create a dynamic of organizing events where the gastronomy was present so we could, at the same time, promote the gastronomic restaurant called És.
(Designer Daina Prat; coordinator and content director Maxime Ducker)