|
|
We had been impressed by the positioning work
Hannah Marketing had done for The Vail Cascade
Resort, creating a new identity for what had
previously been a Westin Resort. At the time,
The Berkshires lacked any clear image or identity.
Based on their strategic analysis, quantitative
research and iterative one-on-one focus groups,
Hannah Marketing developed a culture-based
positioning for us, including the positioning
slogan America’s Premier Cultural Resort. This
positioning is used in all of our marketing
communication and much of that used by our members.
|
|
| |
A property's "positioning" refers to how it
is perceived by its key target audiences. The property
sends out communication "prompts" which help
shape this positioning when it advertises or publicizes
itself, or when it serves its customers. An effective
positioning effort not only differentiates the property,
but provides positive reasons for prospective customers
to use the hotel. This research identifies what these
prompts should be.
This research is recommended for independents that have
an unclear or unpersuasive image in the marketplace and
for those dropping their chain affiliation and going
independent.
|
|