SKYCITY Darwin won the award for Best Marketed Hotel at the 2008 AHA National Awards Of Excellence.
Competing for the title against a number of other hotels, SKYCITY Darwin took the win with judges commenting, “Extensive research was done to develop SKYCITY’s marketing strategy. Great emphasis is placed on innovative marketing supported by the promotional literature and advertising.”
SKYCITY Darwin’s unique positioning is utilised throughout tailored marketing campaigns, consistent branding, promotions and cross-promotions, customer loyalty programs, a vibrant events calendar and leveraging from sponsorships to attract SKYCITY Darwin’s target markets.
SKYCITY Darwin sales and marketing manager, Tanya Aylett said, “Our strategy is to grow the SKYCITY brand locally, nationally and internationally through involvement in the local community; leadership in business and tourism; upholding our reputation as a leading employer; participation with key industry bodies; positive engagement with all levels of government and other stakeholders; as well as extensive target marketing. Our philosophy is fun and entertainment and our aim is to project this into all of our marketing initiatives.”
SKYCITY Darwin takes a collaborative approach to developing its marketing strategies. Each January, the marketing team holds workshops with each business unit to perform a SWOT analysis for the area and discuss ideas for the coming financial year. These workshops set the foundation for development of a 12-month marketing plan agreeable to all stakeholders, which is reviewed on a quarterly basis subject to the evolving business needs and operating environment.
Regardless of this, the development phase is a continual one as SKYCITY Darwin constantly seeks opportunities to enhance their customer experience with the following strategies:
- Seek new opportunities for loyalty program cardholders to earn and redeem points in non-gaming outlets throughout the resort.
- Continually refresh ‘fun and entertainment’ experiences.
- Continue to broaden their understanding of their customers, the market and the economic and demographic drivers of visitation. Aim to achieve a broader customer mix.
- Ensure their product development initiatives meet the needs of high value customer segments.
- Investigate further expansions throughout the site to position the property as a true resort.
The diversity of SKYCITY Darwin’s business demands a high level of awareness to its associated legal, ethical and moral obligations and it is vigilant to accurately and responsibly promote its products.
SKYCITY Darwin’s media plan gives the property comprehensive local, national and international coverage across, television, radio, newspaper and printed collateral including travel brochures, magazines and industry specific publications. They also pursue opportunities for editorial exposure in the media with regular press releases, news coverage opportunities, magazine reviews, industry profiles and such. SKYCITY Darwin’s sustained communications campaign leverages events and promotions on site to excite interest from local and regional media to ensure SKYCITY is recognised as a business and tourism leader and the Northern Territory’s most exciting entertainment destination.
SKYCITY Darwin continually evaluates property performance and products by communicating directly with its customers and undertaking independent research in the marketplace. Ms Aylett said they do this in three ways; CEI, independent market research and customer feedback.
“1. The Customer Experience Index is calculated based on a bi-monthly customer survey undertaken by independent research company, The Sexton Marketing Group. The survey assesses customers’ experiences at SKYCITY Darwin, gives critical insights into their service expectations and assists in identifying key areas that require a stronger internal focus in the form of additional training and product knowledge.
“2. SKYCITY Darwin undertakes a significant research and marketing exercise every two years in order to understand the specific entertainment experiences sought by distinctive groups within the local market. The key insights from this research define priority target segments for each area of the business, and are subsequently used in internal workshops to debate and develop specific advertising strategies for gaming and entertainment tailored to each specific consumer segment.
“And 3. Customer feedback forms in SKYCITY Darwin’s restaurants and hotel offer immediate and ongoing customer insights into the property products and performance, how our customers heard about us and how often they visit. Once collated, this information allows individual business units to review the effectiveness of marketing initiatives and make timely adjustments to their operations.”
Located right on beautiful Mindil Beach, SKYCITY is Darwin’s only five-star beachfront resort and is a regular award-winner and finalist at hospitality and tourism industry awards. With first class boutique style accommodation, world class gaming facilities, premier dining and luxury amenities as well as superior conference, banquet and entertainment facilities…all this just moments from Darwin’s central business district, SKYCITY Darwin is the total experience.
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