Sunray Resort
Sunray Village Resort is a luxury establishment in Vishakhapatnam curated to give the finest holiday experience. It is known for its private pools, playgrounds, fish ponds, aquatic areas, golf courses, and many more. With a vision to give travelers the most relaxed holidays and the slogan “WHEN WE SAY ‘YOU ARE WORTH A BREAK’, WE MEAN IT,” they stand as one of the most fulfilling places for leisure travellers.
We invested our experience into curating marketing strategies.
The Sunray resort team already has been marketing on a basic level. To further compete, they want to stand as a place where people book for events, mostly marriage ceremonies. They wanted the seasonal marriage bookings for the next season and for the coming years.
This was a long-term goal for Sunray, and they were prepared to work on it early. We created a long-term marketing plan to bend their brand towards ceremonial booking. Here’s how we did it:
1. We started with updating their SEO on required platforms. So in the Google footprint, they can stand as a hotel which is best for weddings.
2. We crafted new buyer personas that’ll align with the establishment’s goals.
3. Our team created a comprehensive offer and referral program for the peak dates.
4. We created the necessary physical and online graphics.
5. Our team created all the necessary photos and videos according to the updated content calendar, focused on wedding ceremonies.
Sunray Resort’s team was already doing online marketing, but it wasn’t structured towards any goal. We started with a three-month campaign, which will be the introduction to their brand image, bending towards ceremonies, as it’s not a good practice for established brands to change their whole image overnight. But we also knew the next wedding season was about to come, so we focused on running ads targeting the buyer personas we created, which were:
1. People with 25 to 40 (covering potential bride and groom) & 50 to 70 (covering the potential parents of bride and groom) demographics living around Visakhapatnam, Andhra Pradesh, and neighboring regions to attract local clientele.
2. People who recently updated their status engaged in the last 6 to 12 months.
3. As women play a significant role in wedding planning, we also included the interest-based target specific to women: wedding dresses, bridal parties, wedding photography, wedding venues, and wedding planners.
4. We also relied on targeting people who showed interest in the establishment and who engaged with content focused on wedding planning, event management, and more.
After the ads, we prepared an offer program based on competitor analysis (their offerings, budget, services, etc) for future clients. Analysing the competitors, we found out they had a lot of offers and complex offers, which are hard to market with a CTA and hard for the client to understand at first glance. So, we decided to keep the offers minimal and simple, focused on early bookings unlike the competitors:
1. Book the seasonal dates 3 months prior and get an instant 12% discount on bookings.
2. 10% off on 4 days booking.
3. Free Suite room for each bride and groom.
We decided to market it through Instagram and Facebook stories and banners around the city, and our team prepared all the marketing collaterals needed to execute it flawlessly.
Conclusion
Working with Sunray Resort was a classic example of working on a specific goal and reaching that goal with perfect plans and a campaign. Sunray team was very open to suggestions and implementation. The campaign we crafted increased their event bookings by 30% in the first two months, which was amazing for us. It was a fun project for us to be a part of.
Testimonials
The detailed analysis and implementation they had was astounding. They executed every aspect beautifully, and we were very happy with the results.
—Suraj Karande, General Manager, Sunray Village Resort