The Sandra Leach Company Representation, PR, Marketing

Repositioning an established brand


The challenge

Rayavadee is a much-loved brand, with a long-standing reputation in the UK market. With a number of new competitor hotels and a very aggressive Thailand market, SLC was employed in 2010 to conduct sales, marketing and representation services to grow market share and ensure Rayavadee stays ahead of the competition.

The solution

SLC systematically compiled comprehensive feedback on the market, and working as an extension of the local Sales and Marketing team, a number of tactical solutions were proposed, discussed and implemented. Advice was regularly sought from key product contacts, both to ensure tactical offers were suitable, but also to create a sense of "buy-in" to the strategy, and to ensure support would be forth-coming when it launched. A successful in-market sales mission, a number of key site visits, and organisation of a packed schedule at WTM in London 2011 completed the initial year of our contract, with a substantial amount of marketing confirmed and agreed ahead of peak booking period in early 2012.

The outcome

At the time of writing, January 2012 had been the most successful month for Rayavadee in over 3 years, with a record-breaking number of room nights booked. Tactical offers have been well received, and exposure in marketing with a number of UK operators has been the driving force behind the bookings generated. 2012 is on track to deliver a significant increase in room nights compared with 2011. The contract is on-going.