Question

Topic: Strategy

Enticing High-end Consumers To A 5* In The Rough

Posted by emily.huner on 11/13/2008 at 2:20 PM ET 250 Points
Good day – I am looking for any strategic examples or case studies that you may have been part of that involved marketing to clientele with a high-level of disposable income to entice them to visit a high-end, executive, exclusive resort in the middle of nowhere in Nova Scotia, Canada.

The project I am working on is for https://www.foxharbr.com/overview.asp

They are in a very remote area of Nova Scotia (2 hour drive from biggest city of Halifax), but with 5 star accommodations, dining, spa, golf, their own airport and charter airline, you name it!

This is the first winter season they are staying opened and they are looking for fresh ideas on having people travel to their resort during the winter months especially, but overall as well. We feel that one focus should be on business clientele, as they have very extensive conference/meeting room facilities.

Anything you can send me would be greatly appreciated! Thanks so much,



emily huner
account director . cossette atlantic
[Phone number, address and URL deleted by staff]
..................................................................................
our passion is to create a spectacular product that contributes as much
to the communications success as to the business success of our clients.

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RESPONSES

  • Posted by Mikee on 11/13/2008 at 7:48 PM Accepted
    Emily,

    Before I even read Phil's response I was thinking it has got to be cold there, what do they offer in the winter.
    My first response was that snow mobile tours would be cool.

    You are going to have offer something very special and unique to get people all the way there in the cold. The website shows all of the summer stuff and it looks beautiful. What activities can you offer in the winter.

    You might be able to get some corporate bookings if you offer extremely attractive prices.

    Hope this helps,
    Mike
  • Posted on 11/13/2008 at 8:54 PM Accepted
    As suggested by both Phil and Mike, you probably need to start with the value proposition. What important benefit would your target audience realize by going to the middle-of-nowhere Nova Scotia in winter?

    Maybe the place to start is with a better/narrower definition of your target audience and its needs. It sounds from the question like you have a possible solution in search of a problem. If you start the other way around -- with the problem -- you'll have a much better chance of solving it.
  • Posted by emily.huner on 11/14/2008 at 6:50 AM Author
    Thank you so much to all fo you for your comments. I definitely have more ideas after reading your thoughts. I will go back to my team and discuss some more. Emily
  • Posted by Jay Hamilton-Roth on 11/14/2008 at 12:27 PM Accepted
    Naturalist photo tours of the area (to see wildlife)
    Camera hunting: https://www.countrylines.com/2007/02/15/digital-hunting/
    5 star ice fishing
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