Marketing Strategy: Crown Towers Melbourne Promotional Campaign Report

This report provides a detailed marketing strategy analysis for Crown Towers Melbourne, a luxury hotel in the hospitality industry. It begins with an overview of the hotel, its location, facilities, and awards. The core of the report focuses on developing a promotional campaign strategy, including SEO marketing, event marketing, social media adoption, and internet marketing. It identifies the target market, including value seekers, luxury travelers, social travelers, independent travelers, habitual travelers, and researchers. The report then examines the communication objectives based on the hotel's business cycle stage, which is identified as the peak stage. A competitor analysis is performed to identify key competitors. Various communication channels are discussed, along with a plan for measuring campaign results and a proposed budget. The report concludes with recommendations for enhancing the hotel's promotional strategies, such as utilizing SEO techniques, improving the customer experience through internet marketing, and implementing event marketing to enhance stakeholder engagement. The report highlights the importance of understanding traveler categories and tailoring marketing efforts to reach habitual, research-oriented, social, and luxury travelers.