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Each year, the Pacific Asia Travel Association (PATA) recognizes travel industry leaders who have contributed to the development and promotion of travel and tourism across the Asia Pacific region. PATA announced its 2010 winners on 28 July. Outrigger Hotels and Resorts Asia is pleased to announce that Outrigger Laguna Phuket Resort and Villas has won a prestigious PATA Gold Award in the Marketing Campaign-Hospitality category for its highly successful, fully integrated opening campaign for the resort.
The property, which opened in December 2009, partnered with Keen Media Bangkok to implement a multi-faceted launch campaign comprising social media, online advertising, display advertising in consumer and trade media, the creation of a new website (outriggerphuket.com), a promotional video and the production of brochures and fact sheets.
“Outrigger Laguna Phuket is proud to have its opening campaign recognized for excellence by such a respected travel institution as PATA,” said Outrigger’s Phuket-based Senior Vice President for Asia, Mr Darren Edmonstone. “Especially in the competitive category of hospitality marketing.”
The very modern campaign connected to Outrigger’s 60 years’ of hospitality heritage in the Pacific and Asia.
“The opening campaign was built upon Outrigger’s core values of respect for the individual, family and the destination, and a firm belief that people and guests should instantly feel at ease when experiencing the brand,” said Edmonstone.
The demand created by Outrigger’s award winning opening campaign is still being felt. Outrigger Laguna Phuket Resort and Villas is currently experiencing occupancy of over 90% for July and August only eight months after opening.
“In the opening campaign we worked hard to really understand the various segments of our markets and their needs,” said Pieter van der Hoeven, Outrigger’s Director of Sales and Marketing for Asia. “Our messaging used the latest digital distribution channels to reach key segments such as winter sun seekers from Europe, short-stay Asians, and the Thai domestic market.”
Van der Hoeven said the campaign was not shy about promoting spacious villa accommodation from 229 to 604 square meters at prices usually associated with a 40 sqm hotel room.
“A strong value proposition allied to firm understanding of Outrigger’s brand essence underpinned the whole campaign,” he said.
The 2010 PATA Gold Awards attracted 200 entries from 80 companies and individuals. Twenty-four entrants won an award.
The Pacific Asia Travel Association (PATA) is a membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry. PATA was founded in Hawaii in 1951.
Outrigger was founded in Hawaii in 1947. It now operates, or has under development, nearly 50 properties with close to 12,000 rooms located in Hawaii, Australia, Guam, Fiji, Bali, Thailand, Hainan, China, and Vietnam.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
