ANANTARA EXPERIENCE CAMPAIGN

SUBMISSION FOR BEST STORYTELLING AND COMMUNICATION CAMPAIGN

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A global awareness campaign positioning Anantara as the leading hospitality brand in experiential luxury. Targeting our key markets with signature experiences in our most popular destinations, we present

each up close, personalised and in Anantara style.

ANANTARA EXPERIENCE CAMPAIGNSeptember 2018 – present

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THE ANANTARA BRAND

At Anantara, we believe life is a journey, and a stay at one ofour properties is just one more chapter in a lifetime of travel and exploration. In each destination, guests engage with the places, people and stories that make it like nowhere else in the world through indigenous immersions uniquely Anantara. Our local expertise ranges from Streetwise Gurus leading street food tastings through Bangkok to Surf Gurus tackling the highest waves in the Maldives. Authentic luxury means that each guest experience is tailored both to the individual and the locale.

OUR PROMISE

As a luxury hospitality brand for modern travellers, Anantara connects guests to genuine places, people and stories through personal experiences, and provides heartfelt hospitality in the world’s most unique and exciting destinations.

OUR PILLARS

IndigenousWe deliver truly authentic and original experiences by immersing ourselves and our guests in the locale to provide distinctive and locally infused holidays. We deliver these experiences in a variety of unique destinations – from luxurious resorts on some of the world’s most beautiful beaches, to vibrant cities and iconic historic and cultural places.

ExpertiseSince 2001, we have used our local expertise to create a sense of true authenticity and genuine warmth. Today, we combine this energy with world-class luxury standards to create experiences for guests who look for the new and shun the beaten track.

Authentic LuxuryWe believe that modern luxury should never be uniform or pretentious. The hallmarks of Anantara offerings are organic, unexpected, accessible and intuitive experiences. Guests discover premium touches infused with local spice, not faceless glamour. They experience luxury and service that feel natural and at ease with the surroundings, but never affected and stuffy.

OUR STORYTELLING

With years of history and attention to detail, we are uniquely positioned to curate tailor-made, aspirational experiences that guests will only find at Anantara. The content we create allows us to:

· Tell our brand story· Bring our brand promise and pillars to life· Engage our guests in meaningful and insightful ways· Drive brand affinity

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THE CAMPAIGNThe Anantara Experience Campaign is our first ever brand-level campaign, global in reach to match our rapid geographical expansion over the last five years. Its aims are to grow awareness of the brand in general, position it as the experiential brand of choice, increase its value in the eyes of potential guests and property owners, and build loyalty among existing guests.

Through a multi-faceted and visually bold campaign, we showcase the sheer array of once-in-a lifetime experiences on offer with Anantara – each drawing on indigenous expertise, showcasing tailored luxury, and highlighting the best of the destination.

Matching our key markets with their favourite destinations, we capture trekking through the jungle alongside an elephant, stargazing over the Indian Ocean, and encountering near-extinct Arabian orxyes in a desert sanctuary.

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CAMPAIGN OVERVIEW

ACTIVATION CHANNELS

September 2018 – present

KEY SOURCE MARKETS

LANGUAGESEnglish | German

Arabic | Thai Leading price point for destination

and each property

OFFER DETAILSCAMPAIGN PERIOD

CHANNELS SEP OCT

2018 2019

NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

BRAND WEBSITE EN, TH, DE, AR, RU, JP

PRINT PR COVERAGEMedia visits and media calls

SOCIAL MEDIAFacebook and Instagram

OTAsTripAdvisor, Agoda, Expedia

BRAND MAGAZINEFootprints

EDMsEN, DE, TH

EDMs

BRAND WEBSITE

OTAs

PPCs, PROGRAMMATIC,AND YOUTUBE

SOCIAL MEDIA

PR COVERAGE

PRINT

BRAND MAGAZINE

PPCs, PROGRAMMATIC AND YOUTUBE

EN, DE, AR, TH

UAE UK THAILAND GERMANY USA

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BRAND BUILDING

• Position Anantara as a true experiential brand

• Grow awareness and consideration for the brand

LOYALTY DRIVING

• Engage guests • Increase new

enrolments

REVENUE GENERATING

• Drive traffic to new Anantara website• Increase conversion rates and length

of stay• Drive ADR and achieve rate premium

in the long term

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CAMPAIGN OBJECTIVES

CAMPAIGN STRATEGY

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Each stage of the guest journey involves its own communications strategy, with increasing levels of engagement with the guest. This matches our goals of both increasing bookings in the short term and achieving rate premium in the long term.

Life is a journey – experience destination and property

PR, Print, Online, Social, Blogs,Footprints

Destination focus and offerOnline, Social, EDMs, FAM Trips

Rate – special offer – book directOnline, Social, EDMs, Website, Call Centre, OTAs

Re-emphasise and cross-sell destinations and properties

CRM, Property Activations, Social,In-Room Communications

Cross-sell other experiencesCRM and Loyalty

THE CHANNELS THE MESSAGING

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CAMPAIGN TARGET

20%

40%

14%

11%9%6%

UNITED ARAB EMIRATES

Over 40 MaleUnder 40 Female

UNITED KINGDOM

THAILAND

GERMANY

UNITED STATES OF AMERICA

OTHER

TOP KEY SOURCE MARKETS AND THEIR TOP DESTINATIONS

THE AUDIENCE

GUEST PROFILE

KEY SOURCE MARKETS

UAE UK THAILAND GERMANY USA

UAEMaldivesThailandOman

Sri Lanka

UAEThailandMaldives

OmanSri Lanka

ThailandMaldives

UAEVietnamOman

UAEThailandOman

MaldivesSri Lanka

ThailandMaldivesZambia

UAEVietnam

Anantara guests are highly individual and adventurous. They travel to live, immersing themselves in new cultures and new experiences. Tech-savvy and well-heeled, they seek out the authentic without sacrificing on luxury, and are as at ease riding horseback through the desert as unwinding in a spa in the Maldives.

54%53%46%47%

75% 25% 2,500USD

Leisure Business Average spend per stay

SIGNATURE EXPERIENCES

WALK WITH GIANTS – THAILAND MOUNTAIN THRILL – OMAN SWIM WITH RAYS – MALDIVES

ANDAMAN DISCOVERIES – THAILANDSTARGAZING – MALDIVES CAMEL TREKKING – UAE

SOARING OVER SRI LANKAISLAND SAFARI – UAE

UP & CLOSE WITH GIRAFFES – ZAMBIA

SECRETS OF CAMBODIA

CULINARY IMMERSIONSTREASURE OF OMAN

Through a series of vignettes shot around the world, the Anantara Experience tells a story of adventure, immersion and awe. We showcase what makes each destination and its

corresponding Anantara property unique, from Anantara Kihavah Maldives Villas’ setting on the doorstep of Hanifaru Bay, home to hundreds of manta rays, to Anantara Al Jabal Al

Akhdar Resort’s remote mountaintop location, the highest in the Arabian Peninsula.

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CREATIVE ASSETS

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3

7

2

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We worked closely with our agencies for a period of several months to crystallise the strategy, provide creative direction, shoot and film, produce artwork and buy media across multiple platforms. We chose the above signature

experiences unique to Anantara to tell a series of stories and truly showcase the brand.

BRAND MAGAZINE

EDMs AND NEWSLETTERS

BRAND WEBSITE

1VIDEO ASSETS

YouTube, Facebook cover, Facebook TV, Facebook in-stream

video, Instagram TV and Instagram story

4ONLINE BANNERS

Static/animated PPC and programmatic

Special edition of Footprints

PRINT ADS

In-room TV and digital screens in public areas

ON-PROPERTY TOUCHPOINTS

9CALL CENTRE

8STATIC IMAGES

Facebook feed, Facebook carousel, Facebook Messenger ad, Facebook instant article and

Instagram feed

5OTA CHANNELS

OVER 8,000ASSETS CREATED

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CREATIVE EXECUTION

AWARENESS | LEAD GENERATION

PARTNERSHIPS

MEDIA FAMILIARISATION MEDIA GIVEAWAYS

INTERNATIONAL EVENTS

MEDIA REACH

CELEBRITY ENDORSEMENTS

Influencer endorsement from industry leaders and celebrities

Over 10 international events and 20 markets for media calls/visits

50key publications

Leveraging connections with global partners and tourism boards

Media Familiarisation Trip in over 10 destinations

Authentic gifts relating to each experience

CAMPAIGN LANDING PAGE

PRINT ADSEDM ONLINE PPC – DESTINATION

PR ACTIVATION

CAMPAIGN VIDEO - DESTINATION

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CREATIVE EXECUTION

INTEREST | LEAD NURTURING

EDM

ONLINE PPC AND YOUTUBE

SOCIAL MEDIA – DESTINATIONS

Go climbing on the fabled green mountain, where elevated luxury reveals dramatic canyon views at one of the world’s highest resorts. Click below to book your unforgettable journey at Anantara Al Jabal Al Akhdar ... more

Experience great nobility, the epic beauty of nature and meet the giraffes on the banks of the Zambezi River. Click below to book your unforgettable journey at The Royal Livingstone Victoria Falls Zambia Hotel ... more

CAMPAIGN LANDING PAGE

Take flight over the landscapes of Sri Lanka

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PURCHASE | CONSIDERATION

ONLINE PPC AND YOUTUBE – PROPERTIES

SOCIAL MEDIA – PROPERTIES

EDMBRAND.COM OFFERS PAGE OTAs

CREATIVE EXECUTION

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STAY | POST-STAY

GUEST SATISFACTION SURVEY

IN-ROOM TV

ON PROPERTY ITEMS

CREATIVE EXECUTION

PARTNER WEBSITE

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LOYALTY

DISCOVERY CARDS

PARTNER EDM

CREATIVE EXECUTION

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SIGNATURE VIDEOS*

WALK WITH GIANTS

60-s

60-s

30-s

30-s

30-s

15-s

15-s

15-s

CAMEL TREKKING

SECRETS OF CAMBODIA

60-s

*Click to play

The video content builds the foundation of our campaign in terms of curated storytelling. It is crucial to watch the videos in order to fully understand our communication and storytelling approach.

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MOUNTAIN THRILL

SWIM WITH RAYS

COMPILATION VIDEOS

VIRTUOSO SALES/PR CALLS IN-ROOM TV

60-s

120-s 160-s 60-s

30-s

30-s

15-s

15-s

60-s

SIGNATURE VIDEOS*

*Click to play

THE NUMBERS

TOTAL BUDGET(September 2018 to date)

YOUTUBE, PPCs,PROGRAMMATIC

SOCIAL MEDIA

PRINTCREATIVE PRODUCTION

USD 245,000 USD 525,000 USD 235,000 USD 500,000

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USD 12 MILLION

TOTAL REVENUE(September 2018 to date)

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THE RESULTS

KEY PERFORMANCE INDICATORS (KPIs)

BRAND BUILDING

Brand Awareness(year-on-year)

Brand Consideration(year-on-year)

Repeat Guests

New Members

+35% #4 #7 +24%

+12%

+32%

REVENUE GENERATING(September 2018 to date)

LOYALTY(September 2018 to date)

OTHER

EDMs BRAND WEBSITE PPCs, PROGRAMMATIC AND YOUTUBE

PR COVERAGEPRINTSOCIAL MEDIA

1.4 million reach 7 million visits 4.5 million views

20 countries5 million reach32 million reach

Length of StayADR

Website Traffic Bookings

+13% +1.85

+13% +19%

Brand Positioning

Top 25 Hotel Brands in the World

Top 5 Hotel Brands for

Leisure

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THE SUMMARY

CAMPAIGN NAME

PERIOD

CAMPAIGN REACH

LANGUAGES

KEY SOURCE MARKETS

BUDGET SPENT

TOTAL REVENUE

RECOGNITIONS

OVERVIEW

COMMUNICATIONS STRATEGY

TARGET AUDIENCE

CREATIVE ASSETS

PRODUCTION AGENCIES

OBJECTIVES

Anantara Experience Campaign

September 2018 – present

*September 2018 – present

General public, global

English | German | Arabic | Thai

UAE | UK | Thailand | Germany | USA

USD 1.5 million*

USD 12 million*

#7 in Travel+Leisure Top 25 Hotel Brands in the World 2019 ( jumped from #13 in 2018)#4 in DestinAsian Top 5 Hotel Brands for Leisure

A global awareness campaign positioning Anantara as the leading hospitality brand in experiential luxury. Targeting our key markets with signature experiences in our most popular destinations, we present each up close, personalised and in Anantara style.

Each stage of the guest journey involves its own communications strategy, with increasing levels of engagement with the guest. This matches our goals of both increasing bookings in the short term and achieving rate premium in the long term.

Anantara guests are highly individual and adventurous. They travel to live, immersing themselves in new cultures and new experiences. Tech-savvy and well-heeled, they seek out the authentic without sacrificing on luxury.

Videos, print ads, eDMs and newsletters, online banners, brand and partner websites, brand magazine, static images, and on-property touchpoints.

ExtraMile | LuxHD | Third Aspect | Slider | No Dutch No Glory

Brand Building• Position Anantara as a true experiential brand • Grow awareness and consideration for the brand

Revenue Generating• Drive traffic to new Anantara website• Increase conversion rates and length of stay• Drive ADR and achieve rate premium in the long term

Loyalty Driving• Engage guests and increase new enrolments

anantara.com