An experience not an escape for Amari Raaya.

Client

Amari Hotels and Resorts

TEAM

AGENC

Services

Brand Strategy & Communications

A young woman wearing sunglasses and a dark jacket.

Background

Amari Raaya was a 5-star, luxury property in the Maldives. At the time, this was a new location developed by the Amari group that required a brand and social refresh to gain more visibility. (Currently, the property has been in the process of changing management).

Challenges

  • The main challenge was to raise awareness, as this chain had a reputed name in the industry but, unfortunately this very property hadn’t been known to most of the public as yet.

  • The brand lacked a distinct style of visual and narrative communications. 

  • No brand strategy was in place for a uniform, engaging online presence. 

Work

  • Market research

  • Competitor analysis

  • Positioning

  • Brand matrices 

  • Brand strategy

  • Target audience development

  • Brand narrative

  • Social media content strategy

Apart from this, our team also worked on their brand film, photography, and social media.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

Research

  • Market research led to our understanding of increased tourism data towards the Maldives post the pandemic. Not only had the destination enhanced its romantic getaway ideal, but it had also  become a place people wanted to relocate to temporarily. 

  • Competitor analysis and referencing led to the understanding what stories were already being told.  The pretty pictures, the similar wordings, the monotony is what led to our insight and strategy basis.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

INSIGHT

An escape is temporary, an experience is what lingers on. There is so much more to the Maldives than just blue waters. Travellers want to come back recharged and not with post-holiday blues. 

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

Strategy & Solutions

  • Amari was positioned to be on the high end of the affordable side with a key focus on candid storytelling to attract seasoned travellers. This strategic placement was to make the property a trusted spot for rejuvenation, and not a been there, done that fad.

  • From here, we worked on brand matrices like the golden circle chart, a SWOT analysis, brand prism, and brand on a page to lock in this identity further. We wanted the backbone of the brand to be set in stone, so that they’d know who they are and who they’re for from the get go.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • We built out their communications strategy, target audience, and content buckets for their online presence too. This then paved the way for social media assets, posts, and captions.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.