Transcript 슬라이드 1 - 제일기획 아이디어페스티벌

A Romance to Remember…
Marketing Communication Strategy
for Overseas Market Domination
Table of Contents
Ⅰ
Market Analysis
Ⅱ
Product Analysis
Ⅲ
Consumer Analysis
Ⅳ
Objective and Brand Identity
Ⅴ
Marketing Communication Strategy
Ⅵ
Marketing Communication Program
Ⅰ
Market Analysis
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Number and Rate of International Convention in Asia
1
2
3
4
5
6
7
8
9
10
Nations
Japan
China
Singapore
Korea
Thailand
India
Malaysia
Indonesia
Phillippines
Taiwan
Total
2002
2001
2000
1999
1998
Int'l
Int'l
Int'l
Int'l
Int'l
convention Rate (%) convention convention convention convention
232
18.6
228
253
257
280
180
14.4
159
194
174
168
137
10.9
118
126
122
144
123
9.8
129
105
85
63
103
8.3
81
115
117
62
93
7.5
80
101
107
116
70
5.6
51
66
69
73
37
3
32
31
29
38
35
2.8
32
38
52
39
31
2.5
32
36
31
43
1041
942
1065
1043
1026
Number of events held
in cities and provinces
City/Province
Seoul
Busan
Jeju
Gyunggi
North Gyungsang
Gangwon
Daegu
South Gyungsang
North Jeonla
North Choongchung
South Choongchung
Daejon
South Jeonla
Gwangju
Ulsan
Inchon
Int'l Conference Exhibition
182
98
21
18
31
12
16
1
6
2
11
1
1
4
4
1
5
6
1
2
2
1
-
Etc.
21
15
14
14
8
14
1
12
8
7
5
3
8
4
-
Total
301
54
45
26
25
20
14
14
12
12
10
9
9
6
2
1
Ⅰ
Market Analysis
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Ranking of conventions venues in Korea
Venue
COEX
Seoul National University
Yonsei University
Lotte Hotel Seoul
COEX Intercontinental Hotel
Shilla Hotel Seoul
Sheraton Walkerhill Hotel
BEXCO
Hilton Hotel Gyungjoo
Shilla Hotel Cheju
Lotte Hotel Jeju
Ewha Womens University
Grand Hilton Hotel Seoul
Number Rate(%) Foreign Participants Total Participants
25
8.45
6,008
27,543
14
4.73
804
5,272
11
3.72
292
1,228
11
3.72
2,675
5,588
10
3.38
2,121
4,582
9
3.04
554
2,601
9
3.04
1,039
2,037
9
3.04
1,564
3,999
9
3.04
844
1,350
8
2.7
1,245
2,272
6
2.03
969
2,001
5
1.69
570
1,651
4
1.35
544
1,783
Room/Night Ranking by Purpose of Visit
Category
Room/Night
Leisure/FIT
31,544
MICE
26,220
Honeymoon
17,976
Casino
6,440
Tourist Agency
17,603
Inbound
7,457
Percentage
29.4
Target
24.4
Market
16.8
6
16.4
7
Leisure/FIT
MIC E
Honeymoon
C asino
Tourist Agency
Inbound
Ⅰ
Competitor Analysis
Ⅱ
Ⅲ
Ⅳ
Basic Concept

Luxury Resort for Rest and Stay


Mobility

not available


Best View, Best Resort
No Special Concept of Che Ju Hyatt
Ⅴ
Ⅵ
No Rent-A-Bicycle or motor scooter
service
 24-Hour Internet Business Center
 Jeju Folk Souvenir Shop
 Travel Agency

Facility

No Special Information
Environment
Online Services
Etc.
Jung Mun Swimming Beach
50 min. from Jeju int’l Airport, hotel limousine
departs every 15 min.
No Rent-A-Bicycle or Motor Scooter System
Newly
opened
Spa
and
fitness(Aroma
therapy/Stone Therapy with Volcanic rocks of
Jeju)
 Ordinary Banquets


A folk pub of Jeju
Inappropriate opening hour of swimming pool
Club Lounge on 10th Floor for VIP Customers
Unique Architecture with fabulous view of the
cliff, lacks information about natural resources
around the hotel




No special item for customers’ individual tastes

Lack of information on Home Page
except for Package Tour (An overall
aloof and closed image)
 Simple Reservation system and no
special attention for individual tastes

Various package tours
Specific images and tourist’s
information about hotel and Jeju
 Marketing Hyatt in CF/ TV Drama/ Movie


Minor differences between normal room and suite
room
Excessive complaints by lodge customers on website
on service

Ⅰ
Competitor Analysis
Ⅱ
Ⅲ
Ⅳ
Enjoy the luxurious ambience of a tropical island
under the shining sun and palm trees
Basic Concept

Luxury Resort for Rest and Stay

Mobility

not available

Ⅴ
Ⅵ
No Rent-A-Bicycle or motor scooter
service
 24-Hour Internet Business Center
 Jeju Folk Souvenir Shop
 Travel Agency

Facility

No Special Information
Environment
Online Services
Etc.
From Jeju International Airport, shuttle service is
available every 2~2.5 hours , available only to
those that make reservations in advance
The only Thalasso Therapy Center in the nation,
4th in Asia after Japan, Thailand, Bali
 Golf: Shine CC is planned to open in 2004
 Oceanic sports: Water skiing, wind surfing, sea
kayak, jet ski, banana boat, scuba diving, sea
fishing

Wide variety of packages available to satisfy
diverse customer needs
 A unique division of rooms: A section is built to
resemble condominiums, Meeting room facilities
are very small and unsophisticated

Very simple and uninformative homepage, in
comparison to other 1st class hotels. the English
version only provides partial information
 Membership program. Hotel answers comments
from members within 24 hours at the latest
 PC centers open until 2am

Lack of information on Home Page
except for Package Tour (An overall
aloof and closed image)
 Simple Reservation system and no
special attention for individual tastes

Various package tours
Specific images and tourist’s
information about hotel and Jeju
 Gym, sauna, swimming pools open 7am~9pm


Special benefits for those in Military service
extensive PR activities, including appearances in ‘AllIn’, ‘Scent of Summer’, ‘2003 Korea Super Model
Competition’, ‘Taster’s Choice CF’


Ⅰ
Competitor Analysis
Ⅱ
Ⅲ
Ⅳ
The tallest and the biggest hotel in the center of
downtown
Basic Concept

Luxury Resort for Rest and Stay

Mobility

not available

Ⅴ
Ⅵ
No Rent-A-Bicycle or motor scooter
service
 24-Hour Internet Business Center
 Jeju Folk Souvenir Shop
 Travel Agency

Facility

No Special Information
Environment
Lack of information on Home Page
except for Package Tour (An overall
aloof and closed image)
 Simple Reservation system and no
special attention for individual tastes

Online Services
Etc.
Various package tours
Specific images and tourist’s
information about hotel and Jeju


10 minutes from downtown and from the
airport
 No transportation provided
Singaporean Restaurant: caters to east-Asian
palate, Largest indoor gym in Jeju
 KAL Club(a royal floor with an exclusive
business lounge where airline reservations,
dining arrangements, tour reservations, copy, fax
are possible) members have an exclusive lounge

Great convention facilities, with 5 language
translations available, high-tech equipment
 24 hour room service, good night chocolate
service, complimentary duck-down blanket, a
rose, and warm tea


Elementary level




Skypass members receive mileage benefit
20% discount when visiting Jeju Folk Museum
Largest parking lot in Jeju for 281 cars
Non-smoking floors available
Ⅰ
Competitor Analysis
Ⅱ
Ⅲ
Ⅳ
Basic Concept

Luxury Resort for Rest and Stay


Mobility

not available

Ⅴ
Ⅵ
No Rent-A-Bicycle or motor scooter
service
 24-Hour Internet Business Center
 Jeju Folk Souvenir Shop
 Travel Agency

Facility

No Special Information
Environment
Exclusive chain of hotels that best represent Korea
Using Lotte Hotel, your stay can be comfortable in
all the major cities of Korea(Seoul, Jamsil, Busan,
Jeju, Ulsan)
Packages bundling transportation(rent car or
trolley/buses) with accommodation
Customer Safety System: An extremely
sophisticated system to protect the customers from
all possible harm. 24 hour emergency team at hand
 Free child care center during vacation periods,
bar/karaoke: Jeju’s traditional alcohol

The largest international convention center in Jeju,
equipped with state-of-the-art technology,
Translation offered in 8 languages
 Ohndol rooms (2 forms: with/without a bed),
Fusion rooms, Windmill Lounge: A lounge built
inside windmills on a hill overlooking the sea

Lack of information on Home Page  Sophisticated webpage: high technology and
except for Package Tour (An overall creative designs, offers ‘currency’ or ‘weather’
aloof and closed image)
reports, in-depth information about the hotel
 Simple Reservation system and no
special attention for individual tastes

Online Services
Etc.
Various package tours
Specific images and tourist’s
information about hotel and Jeju


Las Vegas style Volcanic Fountain Show: held in
the outdoor buffet in the hotel gardens. A nighttime attraction and a unique appeal to travelers

Ⅰ
Competitor Analysis
Ⅱ
Jeju Grand
Ⅲ
Ⅳ
Hotel
Basic Concept

Luxury Resort for Rest and Stay
Ⅴ
Ⅵ
Mobility

not available
No Rent-A-Bicycle or motor scooter
service
 24-Hour Internet Business Center
 Jeju Folk Souvenir Shop
 Travel Agency

Facility

No Special Information
Environment
Lack of information on Home Page
except for Package Tour (An overall
aloof and closed image)
 Simple Reservation system and no
special attention for individual tastes

Online Services
Etc.
Various package tours
Specific images and tourist’s
information about hotel and Jeju



Center of traffic and culture in New Jeju City

No.1 Hotel with the luxurious Ora Country Club
Air port Limousine(every 5~10 min.)/ Hotel
shuttle bus(Always Available)/ 7 min. by car

No Rent-A-Bicycle or Motor Scooter System
Reopened Finnish Sauna with Halla Mt.’s
Mineral Water(6 am- 9 pm)
 Korean Traditional Tea shop/ Korean Ceramic
Ware Shop



Ora Country Club along Halla Valley
Excellent- Informative and services a wide
range of useful information such as the ‘History
of the wine’.’Today’s Exchange Rate.’


Special On-line reservation system
Fruit basket for special day reservation is
available

Ⅰ
Product Analysis
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Number of Rooms Sold, Occupancy
Rate, FIT Ratio by Hotel in Jeju
Visitors by Nationality
Nationality
Ratio(%)
Korean
75.2
Asia
15.1
Korea American
0.7
Korea Japanese
0
Korea Foreign
1.2
Europe
6.6
America
1.1
Africa
0.1
Oceania Others
0.1 Ethnic
Ratio(%)
Total
100 Asian Others
0.3
China
Hong Kong
Japan
Singapore
Taiwan
Thailand
0.9
0.1
13.6
0.1
0.1
0
Shilla
# of Rooms
429
116,359
103,445
Occupancy(%)
74.3
66.1
FIT Ratio
89.3
91.8
# of Rooms
224
35,346
48,419
Occupancy(%)
57.4
59.2
FIT Ratio
43.8
84.8
# of Rooms
282
63,411
61,342
Occupancy(%)
61.6
59.6
FIT Ratio
51.9
51.4
# of Rooms
500
125,572
118,681
Occupancy(%)
68.8
65
FIT Ratio
77.3
79.9
# of Rooms
512
129,519
114,261
Occupancy(%)
69.3
61.1
FIT Ratio
44.4
48.9
Rooms sold
Hyatt
Rooms sold
Jeju KAL
Rooms sold
Lotte
Rooms sold
Grand
Rooms sold
Ⅰ
Ⅱ
Ⅲ
Consumer Analysis
BOBOS : The new elite... People with aesthetic sense
and financial leeway
B
Ⅳ
Ⅴ
Ⅵ
Family
O
Bourgeois
B
O
Bohemian
S
materially abundant and individualistic
BOBOS Characteristics
Respect
other
people’s
freedom as
well as their
own.
Concerned
about world
issues like
environment,
poverty,
peace, etc.
Open-minded
with strict
self-restraint,
selfmanagement
habits
+ Altruism = Neo Well-Being
Friends
WellBeing
Myself
Society
Nation
Community
World
Strategic Application
Money is a part of life,
it’s not everything
Entice high-quality service rather
than economical services
Invest time for hobbies
after work
Figure out habits and interests of Bobos;
be well prepared for high-quality physical
activities and cultural performances
Spend money on practical
items rather than using it
to boast their status
Diversify services, facilities, and
opening hours
Longing for life in nature, than
life in the hectic city
Provide natural environment; clean
air, beautiful scenery, supported with
comfortable and modern facilities
Interested in Well-being
lifestyle like yoga, aroma
therapy, organic agriculture
Prepare meditation programs or
oriental exercise
Altruism
Cause-based marketing
Ⅰ
Objective
Ⅱ
Ⅲ
Why Customer-Relationship Marketing?
Ⅳ
Ⅴ
Ⅵ
Importance of Customer Relationship Marketing
Corporate Strategy (=Goal)
Business Strategy
Marketing Strategy
Customer
Product/Service
Brand Promotion
Channel
CRM
Customer
Relations
Public
Relations
CREATE
Hotel
Brand
Identity
LOYALTY
Shift of Marketing Paradigm
Unified
Color
Supplier
oriented
One-time
Customer
Customer
Oriented
Diversified
Color
Marketing Paradigm of
the Past
Adapt to
Market
Quantity
wise
Mass
Marketing
Customer
oriented
Lifetime
Customer
Marketing Paradigm of
the Future
Relationship
Oriented
Create
Market
Quality
wise
One-to-one
Marketing
Ⅰ
Objective
Ⅱ
Ⅲ
Why Customer-Relationship Marketing?
Ⅳ
Market: Competitor/Industry
Ⅴ
Ⅵ
Product
Assets
Continuing increase of international
conventions held in Jeju in comparison
to
other
East
Asian
countries
(1998~2001)
Recognition as the undeniable no. 1 hotel
for the last 14 years / Internal pool of
lifetime customers and a considerable
number of FITs from Europe
Reason
NOT to
focus
Most 5-star hotels have luxurious and
classical infrastructures as well / Int’l
conventions and FIT are critically
influenced by int’l situations
Impossible to satisfy all the different
needs of customers just by constructing
expensive, up-to-date facilities.
SOLUTION
Young customers no longer pay attention
to Shilla’s golden years in the past.
Focus on “Hotel- Customer Relationship”
•A hotel is a service business. It needs something that can touch
people’s hearts.
•Shilla is an immobile and fixed asset, but the customers are
mobile. They are the software that enable the hardware.
Ⅰ
Brand Identity
Ⅱ
Ⅲ
Basic Concept of Brand Identity
Ⅳ
Ⅴ
Ⅵ
① The Shilla Cheju is a place that offers excitement and comfort
caressed with sweet memories of romance.
② Our proposition:
[Man]
Convention
Organizers
representative of
masculinity
with their
business oriented
minds and a preference
for efficiency
[Double Gender]
Shilla Hotel
striving to meet
the different needs
of customers
with different characters
through
highly diversified
customization
[Woman]
East Asian FIT
representative of
femininity
with their dream
of escaping
everyday lives
during their stay in Jeju
③ Starting from the first encounter when customer meets hotel until
the last moment when the two say ‘good-bye’, we have set the time
frame and action plan based on the phases of a relationship.
Ⅰ
Brand Identity
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Customer-Relationship Life Cycle
Shifting situations
Lifetime Customerization
Shifting expectations
Attraction
Product
Price
= COMPANIONSHIP
REVENUE UP Overcoming Inertia
Communication
Marketing Campaign
Channel
Customer Interaction Center
Organization & Process
Ripening Relationship
General Strategy
Execution
Methods
• Most of the time, expectations during only the initial phases are considered
• However, as time passes, situations shift, and shifting situations naturally
lead to shifting expectations
• We suggest a continuous forecast and inquiry of fluctuating expectations, all
throughout the duration of the customers’ stay at Shilla – customers are
satisfied, from the moment when they get to know Shilla to the last,
even when they are back at home
…A Truly Unforgettable Experience…
Ⅰ
Brand Identity
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Phases of Relationship
Companionship
Attraction
First Encounter
General PR activity
to initiate customerrelationship
Getting to Know Each Other
Ripening the Relationship
Overcoming Inertia
Customized service
is offered during
these stages through
market
segmentation
Ⅰ
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Strategy – Step 1
Attraction
Ⅰ
Strategy – Step 1
Ⅱ
• Advertise in popular professional magazines for
Ⅲ
Ⅳ
Media
FAM Trip
Ⅴ
Ⅵ
International
Organization
Headquarter
Contact
international conference organizers and Bobos
• Maximize FAM trip effect through diversified PR tactics,
customized for each different target group.
(East Asian FIT: Korean Fever, CO: transportation and price)
• FAM trips should be held annually on a regular basis
• Set up database for int’l organizations headquarters
documenting Shilla’s infrastructural scale and profit
• Form a task force team with personnel experienced in
international conventions within the hotel
• Constant contact and promotion is necessary for
domestic and international convention organizers
• Market directly by attending international conventions
Direct Visit to
Conventions
Korean Fever
(Han Lyu)
related
Promotion
that open on a regular basis
• Find out COs’ need for the upcoming convention’s venue,
persuade COs by pointing out the problems of the current
venues and informing them how Shilla is different
• Catch current trends of international conventions
• Advertise Shilla in Korean restaurants, which have grown
popular after Korean Fever, throughout East Asia and
open East Asian cuisine in the Shilla Cheju
• Invite popular Korean stars in East Asia and open fan sign
events or host/sponsor fashion shows presenting the
outfits shown on TV or film
Ⅰ
Strategy – Step 1
Ⅱ
Ⅲ
Ⅳ
Media
FAM Trip
• Enhance awareness of the mass about Shilla Cheju
with a relatively small amount of investment
Ⅴ
Ⅵ
International
Organization
Headquarter
Contact
• The best direct way to attract conventions
• Easy to find out the color of each organization
and establish Shilla as a ‘diversified and prepared venue
for conventions’
• Analysis can be made based on actual references
Direct Visit to
Conventions
Korean Fever
(Han Lyu)
related
Promotion
during visits and COs can be easily persuaded through
face-to-face encounters
• Enhance the awareness of not only COs
but also of convention participants
• Can easily attract Bobos by analyzing
East Asian Korean Fever trend
• Maximize marketing effect through
attracting audiences who have a nice impression
of Korea from the start through a high-class and luxurious
Korean experience (ex. food/costume)
Ⅰ
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Strategy – Step 2
First Encounter
Ⅰ
Strategy – Step 2
Ⅱ
Ⅲ
• Launch an English website with differentiated services
Ⅳ
Ⅴ
Ⅵ
Customized
Online
Services
from the Korean version (ex. services directly responding to
international situations, reservation systems with special
Attention paid to the religion/diet preferences of traveler)
• After reservation, provide image and services that allows
the customer to feel he/she has already checked into the
room (ex. practical information for traveler to enjoy their
stay in Jeju, send a welcoming email giving the impression
that we are waiting for you)
• Open a terminal where visitors can relax, check-in and
The Shilla
Cheju
Airport
Suite
ask for baggage delivery to the hotel, provide shower room,
snack bar, internet facilities in the lounge
• The check-in/baggage delivery(to hotel), check-out/
baggage delivery(to airport) service will be adored by
time-conserving visitors
• Shuttle bus will be provided from airport to destination
Korean
Traditional
Gifts
• Place a traditional Korean pleasant surprise in the room
and information booklet about it (ex. Honeyed Jinseng
piece, traditional tea, Korean mask accessory)
Ⅰ
Strategy – Step 2
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Customized
Online
Services
The Shilla
Cheju
Airport
Suite
Korean
Traditional
Gifts
• Give a positive image before the convention or visit,
using a relatively small amount of investment
• Increase customer loyalty and reliability by providing the
best first impression from the start and the best last
impression to the end that Shilla is a hotel that truly
cares about the visitor throughout their journey
• Giving the visitor a warm welcome and an exciting
exotic feeling like the comfort and the flutters of romance
Ⅰ
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Strategy – Step 3
Getting to Know Each Other
Ⅰ
Strategy – Step 3
Ⅱ
Ⅲ
<Expectation>
Little or no expectation other than what they’ve seen online
or through brochures – CREATE expectations.
Attract customers with economic packages and price.
Ⅳ
Ⅴ
Ⅵ
[Man]
Convention
Organizer
[Woman]
East Asian
FIT
<Action Plan>
• Business rooms and conference rooms with up-to-date
IT facilities, 24-hour convenience snack bar
• Offer discount when service is not provided within a
pre-set period of time
• Provide a business card holder with the name of
the convention and the visitor inscribed
<Expectation>
Excited at the prospect of imminent adventures, but at
the same time, also uneasy being so far away from home
Psychological and emotional approach, respect East Asian
culture as other and create family-like atmosphere comfort
<Action Plan>
• Teach employees about East Asia and their culture
• Establish an exclusive East Asian food corner/cuisine
• 2 employees(man and woman) guide the visitor,
giving the visitor a reliable and family-like feeling
• Polaroid shots for the visitor in the lobby or room to
commemorate their visit upon request
Ⅰ
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Strategy – Step 4
Ripening the Relationship
Ⅰ
Strategy – Step 4
Ⅱ
Ⅲ
<Expectation>
Sweet girlfriend-like hotel: The interest about the hotel
is at its highest, and COs may be willing to suggest Shilla
to potential customers through word-of-mouth
Ⅳ
Ⅴ
Ⅵ
[Man]
Convention
Organizer
[Woman]
East Asian
FIT
<Action Plan>
‘Introduce a friend’ system: recommend friends or family
and the visitor will receive discount benefits in return such
as ‘Spa 50% discount’, prepare note/stationary/pen with
Shilla’s emblem (something visitors will want to take back
home), Scooter rental services for guests who come in and
out of the hotel at night
<Expectation>
Trustworthy boyfriend-like hotel: Time when visitors travel
most actively, Shilla must give impression that travelers are
not guest but part of Shilla as family, inviting them to
friendly and caring ‘Home Sweet Home’
<Action Plan>
Complimentary snack/tea provided after room-cleaning or
complimentary aroma bath products(bath oil, aroma candle)
One-on-one activity planner service that can help visitors
plan their schedule
Ⅰ
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
Strategy – Step 5
Overcoming Inertia
Ⅰ
Strategy – Step 5
Ⅱ
<Expectation>
Provide care like mom back home and feminine lovability
like girlfriend
Fatigue is extreme and everyday becomes a boring routine
Ⅲ
Ⅳ
Ⅴ
Ⅵ
[Man]
Convention
Organizer
[Woman]
East Asian
FIT
<Action Plan>
Night events hosted by the hotel (ex. Outdoor BBQ cookout, outdoor classical/Korean traditional music performance)
Install wireless lan facilities so visitors can gain internet
access anywhere including outdoors in the terrace or garden
Korean Traditional pub opened only at night
Health clubs opened at dawn along with fresh juice service
Provide oriental spa and diversified massage services
<Expectation>
Homesickness from the long journey and a sense of
boredom invades the pleasant stay
Inertia must be overcome so that the relationship lasts
Create satisfaction with various events to spark up relationship
<Action Plan>
Events for visitors booked in certain floors(ex. Fitness d/c
for visitors in 5th – 10th floor)
DIY traveling services for people booked alone and form
community sharing and doing events together(ex. Mt. Halla
Harvest, One-day Woman diver experience, Mt. Halla Hiking)
Ⅰ
Ⅱ
Ⅲ
Strategy – Step 5
Companionship
Ⅳ
Ⅴ
Ⅵ
A Romance to Remember The Shilla Cheju:
Fulfilling Your Expectations
Ⅰ
Program - Timetable
Ⅱ
Ⅲ
Ⅳ
Ⅴ
Ⅵ
PR/
Advertisement



Hold ‘Shilla Airport Suite(SAS)’ Day
Open SAS to general passengers using JeJu int’l airport
Attract women and business travelers by providing free massage services in SAS
Peak season (July~Aug/ Dec~Jan)


Press FAM trip/ Meeting
Annual press FAM trip targeting foreign journalists and reporters of Travel magazines
Convention Season (Sep~Oct)
Program
Event/
Sponsor
Program
Event Proposal for young Bobos
 Make a luxury, unforgettable promotional event with rose petals, champagne, private
candlelit dinner for two and bubble bath for young Bobos
 Present the most important moment for young Bobos who are going to be Shilla’s future
customer (Targeted marketing)
 Make DB for those couples and send them an congratulatory card on the day of their proposal
 Spring and Autumn includes St. Valentine’s Day/White Day/Marriage Season
Hanlyu(Korean-Fever) Fashion Show/ Fan Meeting
 Summer Peak Season(July~Aug) for East Asian Travelers
 Target East Asian customers and present Korean actors’ costumes in famous Korean
television shows.
 Hold a fan meeting session with Korean actors of famous Korean TV shows
WWW
Program
“Introduce a Friend” advertisement
• Recommend friends or family and the visitor will receive discount benefits in return
such as ‘Spa 50% discount’
• One Year Maintenance: Fundamental, in order to continue the cycle of this project
Timetable for 2 0 0 4
2
SAS Day
FAM Trip
Proposal Event
Hanlyu Fashion Show
Introduce-a-friend
3
4
5
6
7
8
9
10
11
12
APPENDIX
(Total 4 Slides)

The Shilla Airport Suite Layout

Spa Program

Brochure Front (1 slide)

Brochure Back (1 slide)
Program – Layout
Limousine Stop
Exit
Internet
chairs
Shuttle bus time
table and
magazines
Snack Bar
Closet
Reception
Luggage
Center
Shower
Room
Entrance
Program – Spa Program
Competitors
In Seoul
Marquis Thermal Spa & Fitness
Club offers the largest therapy
center in the country. High
quality
spa
service
and
professional therapists ensure a
world-class spa treatment. 17
private treatment rooms. Highest
quality products are used and 10
different programs are available.
Suggestion
In Jeju
The
only
Thalasso
Therapy Center in the
nation, the 4th biggest in
Asia
after
Japan,
Thailand, Bali. Offers 11
programs using fresh
sea-water drawn near
the hotel.
Diverse customers = diverse needs Customized Packages
•After-sun Soothing Spa: after long hours at the beach.
•Work-your-muscles Spa: business men lack exercise. Helps blood
circulation and flexes muscles that are cramped from sitting down for long
periods of time through stretching.
•Anti-stress: blow away the stress of the day!
•Whitening: gain a milky complexion, just like your favorite Korean star.
•Energy/Vitality vs. Calm/Soothing: the choice is yours.
•Insomnia Treatment: insomnia solution, ‘Sweet Dreams Program’
•Just for Men package: ‘No Girls Allowed’. 30% increase in male customers.
Hold business meetings in spas, rather than in bars and incorporate ‘Well-being’
into business. Also much more cost-efficient than spending money on liquor.
•Couple package: ‘Hot Tub’
•Girls only package: ‘Girls’ Night Out’. A night spa party with light snack and
drinks, good music, relaxing spa, facials, and fun gossip!
•Oriental Spa: uses traditional Chinese healing herbs and other ingredients.
Includes complimentary ginseng tea or ice-cream
Meet & Fulfill
ALL
Expectations
Invitation to an
Unforgettable Romance…
CONTACT
INFORMATION
Tel: 82-64-735-5114
Fax: 82-64-735-5414
E-mail: [email protected]
A
R
t the end of a long day, when
you don’t want to bother going out
of your room again, we offer you
our soothing complimentary aroma
bath set, including a relaxing bath
oil and aroma candles. Now at
Shilla, you can enjoy the soothing
sensations of a luxurious spa, right
in the comfort of your own
bathroom.
evitalize your exhausted body and
soul with our complimentary honeyed
ginseng piece. Ginseng, a worldrenown energizing herb, improves
abstract thinking, speeds up reaction
time, and boosts resistance to rival
infections. At Shilla, we care not only
for your pleasure, but for your overall
well-being. Enjoy a piece of our
genuinely customer-based philosophy.
E
xperience our stateof-the-art
technology
facilities and spacious
conference rooms. Shilla
is there to meet your
night snack craving
with a 24-hour snack
bar serving light and
nutritious meals.
Guerlain Luxury Spa
I
ntroduce a friend to Shilla. Not
only can you share your unforgettable
experience with a friend, but you will
also be showered with various gift
cards to make your next stay with at
Shilla even better.
M
eet your favorite Korean
celebrities face to face at our
fan meeting sessions. The
Presidential Suite at Shilla has
been the location for numerous
famous Korean TV programs
and movies. If you’re lucky,
you might be at the scene of the
movie set during your stay!
E
ver wonder who’s sleeping next door?
This is your chance to find out and
socialize with the people around you
and make some great friends. Join in our
‘next-door-neighbor’ events and get to
know your fellow Shilla guests. You’ll
feel much more at home with the
community that you build this way.
Events change each day of the week, so
don’t hesitate to call us up and ask!
Rental car and 24-hour scooter service
M
aintain your work-out
routine,
even
when
you’re thousands of
miles away from home.
Jump start your day
with
our
early-bird
program for business
men with early morning
schedules. Our fitness
center opens daily at
5:30A.M. with a bar
serving fruit and juices
for a healthy start.
D
Shilla Terminal
IY adventure groups
start off from the hotel
every morning. This is an
opportunity for a once-ina-life time experience.