Crown Towers Melbourne Marketing Strategy

Running head: CROWN TOWERS MELBOURNE MARKETING STRATEGY
CROWN TOWERS MELBOURNE MARKETING STRATEGY
Name of Student
Name of the University
Author Note

CROWN TOWER MELBOURNE MARKETING STRATEGY1
Letter of Transmittal
Hospitality industry includes a wide range of services such as travel and tourism, lodging, food,
event panning, theme parks, and others. The hospitality industry completely depends upon the
disposable income of the people and their leisure time. The hospitality services such as a hotel,
theme park and others have maintenance facilities, and are engaged in carrying various
operational activities. This industry was earlier related to providing social assistance to the
public. The hotel that is chosen for the purpose of the study is the Crown Tower Hotel that is
established in Melbourne and is considered as a benchmark of luxurious hotels in Melbourne.
This hotel is situated at the heart of the city and it is aimed at providing impeccable and
unrivalled services to from customers and to improve their experience. The hotel has received
many awards for its Spa facilities and various other luxurious facilities provided by it. Some of
its services include- Premium suits, tower suits, villas, and various other facilities.
The main aim of the paper is to provide a promotional marketing strategy for the hotel chosen for
the purpose of the study. The paper also discusses about the company in brief, the it will discuss
about the promotional strategy to improve the public awareness about the same, it discusses
about the target market of the promotional strategy adopted by the company, the communication
objective depending upon the business cycle stage will also be disused. A competitor analysis
will also be carried out in order to identify the competitors of the company related to the target
market of the new promotional strategies. The different types of communications channels will
also be discussed with which the promotional strategies will be communicated. The results of the
campaign will also be measured in order to analyse how far the strategy has been successful. The
budget of the hotel will also be discussed. Various recommendations have been given regarding
the development of the promotional strategies of the company. For instance the company will

CROWN TOWER MELBOURNE MARKETING STRATEGY2
make use of SEO technique for increasing the visibility of the name of the hotel for those who
are searching for hotels to stay. The hotel internet marketing will help to improve the customer
experience because they can manage everything through internet in their phones and can help in
easily booking their rooms with the hotel with the help of hotel internet banking and this will
help in improving their convenience. Event marketing or experiential marketing needs to be done
such that there can be face to face interaction between the customers and the company. Through
event marketing the company can improve the experience of the stakeholders and the clients
because they can discuss everything with each other openly.

CROWN TOWER MELBOURNE MARKETING STRATEGY3
Executive Summary
Hotel Industry refers to facilities of food, lodging, travel and tourism and others. This industry is
completely based on the disposable income with the people and the availability of leisure of free
time of the people. The company chosen for the purpose of this study is Crown Towers of
Australia. The company is known for its luxurious services and other facilities. The main aim of
the paper is to provide a promotional strategy campaign for the company chosen for the purpose
of the study. The paper will discuss about a brief overview of the company, developing a
promotional strategy and others.