Laguna Phuket Launches Bringing Business Back Campaign

Media Release
20-Feb-2005

As a direct result of the December 26 tsunami, Laguna Phuket, like many other hotels in southern Thailand, has lost millions of dollars (US) in revenue. Across the five hotels, the resort closed January with an average occupancy rate of 21% which would normally be in the high 80s. Occupancy for the five hotels combined for the month of February is expected to reach levels of 30-40% which, under normal circumstances, would be in the high 70s-80s.

To aid business recovery, Laguna Phuket is implementing an aggressive Post Tsunami Recovery Marketing Plan. The main objectives of the plan are to effectively communicate that Laguna Phuket did not suffer much damage from the tsunami, we are helping our local communities recover and, most of all, we are ready to receive business. Furthermore, we want to increase our visibility, restore confidence in the Laguna  Phuket product, and counteract misconceptions regarding the situation in Phuket by communicating that the quality of  Phuket as a holiday destination has not been diminished.

The recovery plan will concentrate largely on  the areas of direct marketing, advertising and increased press relations activity.  
 
Laguna plans to implement extensive direct marketing campaigns involving both print and electronic media. These campaigns will be supported by a tactical advertising plan targeting consumers, trade and MICE markets in an attempt to both re-educate/inform industry partners and front line sales staff of the correct situation in Phuket, and encourage bookings, of course. 

Debbie Dionysius, Director of Destination Marketing of Laguna Phuket reported that “We expect MICE business to return faster than FIT markets as fortunately many corporations feel it is their social responsibility to help support Phuket’s economic recovery”. 

Laguna Phuket has greatly increased our press relations activity by hosting dozens of media representatives from all over the world in the hope they will report positively on the recovery of Phuket. This action has been taken to counteract the constant negative reporting during the weeks following the disaster which resulted  in mass misconception regarding the extent of damage to the Island of Phuket. 

Once our customers understand that Phuket is still a world-class destination as always, we are confident that tourism will return stronger than ever.  
 
 
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