CORAL Hotels & Resorts has rolled out a powerful new marketing campaign and development strategy, which has been developed after nearly 15 months of extensive research.
Unveiling the campaign, HE Sheikh Mohammed bin Faisal bin Sultan Al Qassimi, chairman and CEO, Manafa and vice chairman, HMH – Hospitality Management Holdings said, “We are entering into a new era. Up until now we were a strong regional brand with global ambitions. However, today we are proud to say that we have several exciting projects developing beyond the Middle East. Looking at all the challenges globalisation poses it became necessary to make our brand more mainstream. And we are confident our new campaign will take us to new levels of success.”
Coral Hotels & Resorts has invested about Dh5 million in refreshing its identity and estimates an expense of Dh10 million in implementing it across its existing properties. Michel Noblet, CEO, HMH said, “We see it as a strategic investment that will provide a big stimulus to our business in the long run. It is a highly spirited campaign that taps into human emotions. At a five-star level, the facilities remain more or less same. What makes the difference is the service. And at Coral we are proud of our distinctive service – the human touch – that combines the finest traditions of Arabic hospitality. Our campaign explicitly focuses on this aspect. In a nutshell it is a kaleidoscope of colours studded with real emotions and people.”
‘Let Us Impress You’ is the new Coral tagline for the campaign, created by Marketing Pro-Junction (MPJ), the company that has created the campaign, said,. The launch of the campaign coincides with Coral’s foray into new destinations such as Morocco and Cairo. In KSA three new hotels are set to open, and Coral Cape Town is nearing completion too as are the properties in Ajman, Sharjah, Beirut and Qatar.