PR and marketing packaging of the Miracleon Resort
PR and marketing packaging of the Miracleon Resort
Miracleon is an all-season SPA resort on the Black Sea coast, located on 50 hectares of a unique arboretum in a picturesque part of Anapa, one of the best balneological resort towns in the world. Combining the international level of comfort, premium service and southern hospitality of the Krasnodar region, Miracleon offers holidays in the Mediterranean climate for families with children, couples and groups of friends of all ages.
The resort's infrastructure is represented by six modern 4* and 5* hotels, which can comfortably accommodate more than 8,000 people in rooms and suites of various categories, as well as in private residences with personal butler service. The main feature of the resort is the round–the-clock SPA complexes, where during the daytime you can get a variety of cosmetic and care rituals, undergo wellness procedures, and at night enjoy the warmth and comfort of multi-level thermal zones, use the portal pool and admire the starry sky even in cold weather.
The resort's infrastructure is represented by six modern 4* and 5* hotels, which can comfortably accommodate more than 8,000 people in rooms and suites of various categories, as well as in private residences with personal butler service. The main feature of the resort is the round–the-clock SPA complexes, where during the daytime you can get a variety of cosmetic and care rituals, undergo wellness procedures, and at night enjoy the warmth and comfort of multi-level thermal zones, use the portal pool and admire the starry sky even in cold weather.
BRIEF
Based on the results of an external marketing audit of the resort conducted in the summer of 2024, its management decided that it was necessary to develop a new marketing positioning of the resort, an updated communication strategy and create a press base necessary for the effective solution of the tasks set by the investor.
SOLUTION
In order to implement the request, it was decided to start work on the consulting package "Marketing Business Packaging", which includes all the materials necessary for effective interaction with the target audience.
REALISATION
When creating a marketing package for a resort, it is important to understand its location, study its history, clearly identify or create USP that will set the resort apart from the rest. Based on this, a marketing legend is being created that will serve as the foundation for the future PR promotion of the facility.
The first stage of the project to create a new marketing package for the resort was an on-site audit by SEA Company specialists to get acquainted with the resort's hotels, its location and communicate with the resort's hotel staff in the "secret guest" format in order to follow the "guest's way", identify the strengths and weaknesses of the resort's USP and form an updated marketing positioning.
As part of the second stage, and based on the results of the approved marketing positioning from the first stage, a legend was created that conveys the meaning and concept of the resort, and the key USP of the consulting facility were identified.
At the third stage, an brand press release was created, including a legend, a description of the resort with an emphasis on key USP. Brand release is essentially a PR package for a project that describes all its key characteristics from marketing packaging. Unlike classic news press releases, a brand release can consist of several pages and not be linked to a specific event. Its main function is to describe the resort emotionally, "deliciously" and in detail, so that after reading it, there is only one thought in clients head – I want to go there.
The first stage of the project to create a new marketing package for the resort was an on-site audit by SEA Company specialists to get acquainted with the resort's hotels, its location and communicate with the resort's hotel staff in the "secret guest" format in order to follow the "guest's way", identify the strengths and weaknesses of the resort's USP and form an updated marketing positioning.
As part of the second stage, and based on the results of the approved marketing positioning from the first stage, a legend was created that conveys the meaning and concept of the resort, and the key USP of the consulting facility were identified.
At the third stage, an brand press release was created, including a legend, a description of the resort with an emphasis on key USP. Brand release is essentially a PR package for a project that describes all its key characteristics from marketing packaging. Unlike classic news press releases, a brand release can consist of several pages and not be linked to a specific event. Its main function is to describe the resort emotionally, "deliciously" and in detail, so that after reading it, there is only one thought in clients head – I want to go there.
RESULT
1
The PR and marketing materials created within the cooperation on this project have become the main one for all future external and internal communications of the resort.
2
The updated marketing positioning allowed the resort to minimize the external impact due to the emergency on the Black Sea coast of Russia in December 2024.
3
All materials developed within the framework of the project are positively received by the target audience of the resort and are actively used in all external communications, clearly reflecting the essence and philosophy of the resort.
YOUR BRAND POSITIONING DO NOT ATTRACT GUESTS?
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YOUR BRAND POSITIONING DO NOT ATTRACT GUESTS?
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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