PRESENTATION GUIDE 1º PART CAMPAIGN MELIA
Regarding the objectives we can say that the ones we choose will
guide our managers to perform effective campaigns. From the very
beginning, Meliá International's goal was to become the hotel chain
with the greatest social media presence, positioning itself as one of
the world's top hotel groups, as right now is doing.
SO with this we wanted to create brand loyalty, through a
personalized experience before, during and after their stance. As well
as Melia.com, and Improve Customer Service.
On the other hand we want to have an image of Humanized corporate
branding, through allowing employees to participate in personal
brand development, and related to this try to attract new talented
people to the company through this actions.
And as Tony Cortizas, our vice president, said The secret of our
success on social media comes from the consistency we brought to all
our social channels and in understanding our audiences. (EMPATHIZE
WITH THEM ON WHAT THEY ARE LOOKING OFR WHEN SELECTING
MELIA FOR THEIR HOLIDAYS)
And last one, target. Our target is depending on the price of our
services. The price varies depending on the place and the hotel
depending on what the client is looking for we have more expensive
and luxurious ones, and on the other hand more urban ones.
We have different range of hotels in which you can decide what to
have for lower or higher price. For higher price we have Paradise
Resort, ME by Melia and Gran Melia.
And for medium, low price we have Melia, Innside, Sol Hotels and Tryp
Hotels.
As well as segmenting by geography in which we have all those
countries you can see in our list. Even though our principal market is
in Spain with 154 hotels and resorts. In this case, in Spain we tried to
segment through income, with different types of hotels included in
our company.9