Canareef
Maldivian Resort Brand Development
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A new resort brand was needed to support the planned redevelopment and rebranding of the then Herathera Resort in the Maldives. One that would offer affordable luxury to those seeking experiences “off the beaten track”.
CHALLENGE: Reviving the Jaded
When it acquired Herathera Resort in the southernmost Addu atoll of Maldives, our client not only had to revitalise the infrastructure and facilities, it had to counter negative social media reports.
Research revealed a growing segment of Gen Y travellers it could tap. 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: Driving New Growth
The growth of emerging markets like China, Russia and SE Asia uncovered new aspiring segments seeking the natural beauty and sensorial experience of the Maldives. Whilst these segments would enjoy shorter stays, they were 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: Experience For The Avid Traveler
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“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
