MALDIVIAN RESORT BRAND EXPERIENCES THAT ARE “OFF THE BEATEN TRACK”

Canareef

This came from the need to create a new resort brand to support the planned redevelopment of Herathera Resort in the Maldives.

  • INDUSTRY
  • HOSPITALITY

CHALLENGE

Rebranding the resort was prompted by negative social media reports of Herathera and the need to attract younger, Gen Y segments to this southernmost Addu atoll. Given its distance from the international airport in Male, where most of the luxury resorts are concentrated, we had to create a destination brand that matched its “off-the beaten track” location.

SOLUTION

The growth of emerging markets like China, Russia and SE Asia uncovered new aspiring segnebts seeking the natural beauty and sensorial experience of the Maldives. Whilst these segments would enjoy shorter stays, they are seeking out resorts which had more to offer in terms of activities and places of interest, outside the usual sand, sea, surf, which the Maldives is reputed for.

The first of this new chain of resorts, Canareef in the Maldives, would be the embodiment of new luxury experiences which are off the beaten track.

IMPACT

Launched in October 2015, Canareef spans an impressive 4.5km in length and 46.3ha in size, making it an idyllic lifestyle resort for the unpretentious, avid traveler looking for new experiences.

"We are pleased with the professionalism that the Activiste team displayed. They were quick to understand what we wanted and needed. They articulated their delivery with conviction and were receptive to suggestions."

- Bernard Ng, Assistant CEO, Crescendas