sabelle’s Focus Isabelle wanted to highlight Jumeirah as a trend setter. She wanted to create brand equity among current and potential women guests. This time of the year is very intense and she was running into press meetings every day with local and international journalists. Local journalists tended to focus more on food & beverages and new promotional offers. On the other hand with international and regional journalists, the stories showcasing Jumeirah Emirates Towers are of more interest.
For the international press, examples that highlight the distinctiveness of the Middle East seem to get more press response. Isabelle believed that other new hotels were exploiting the Jumeirah ladies floor competitive advantage. She wanted to lay out a broad communication strategy that would extend the Chopard Ladies Floor appeal for 2010. Isabelle wants to know how to approach the local, regional and international press. She was getting ready to welcome a group of international journalists coming to visit Dubai. They were arriving next week on Sunday2 at 10.00am. In fact the whole week would be followed by a series of other press briefings.
What target segment profile do you think Emirates Towers should focus on for the Chopard’s Ladies floor?
What Strategy would you recommend for Emirates Towers for promotion of the Chopard’s Ladies floor? Why? Keep in mind different media groups.
Do you think there is a competitive advantage in extending this concept to other properties? Explain and identify which properties you would recommend and why. What is the basis on which you choose the properties?
