OBJECTIVE

The Radisson Plaza Resort Tahiti opened in August 2004 following a five-month construction delay. It was the first resort to open on the island of Tahiti since 1997 and marked the Radisson brand's first entry into the South Pacific. The five-star resort features a tranquil location away from the hustle and bustle of capital city Papeete, with a 2,600-foot black sand beach and the first full-service spa to open on the island.

Based on the agency's strong track record in handling launches and knowledge of the Radisson brand, MMG Mardiks was tasked with building awareness for the new resort and combating challenges such as the negative perception of black sand and the typical notion of Tahiti as just a stopover destination en route to the outer islands such as Moorea and Bora Bora.

KEY STRATEGIES

To build "buzz" among key media for the new resort prior to its opening, the agency conducted two media blitzes — in New York and Los Angeles — with the resort's director of sales. The agency coordinated and hosted meetings with Travel + Leisure, Modern Bride, The Wall Street Journal, Bridal Guide, Shape Magazine, Out Traveler, etc.

To build advance bookings, to keep the resort in the news during its construction delay and to target long-lead publications, the agency announced the resort's opening rate package months before its opening.

As the hotel’s opening drew closer and after it opened, the agency aggressively pitched the new resort to national and major market newspapers, national travel and consumer magazines, bridal magazines, online media and broadcast outlets, etc.

Immediately following the Radisson Plaza Resort Tahiti's opening, the agency negotiated the resort's feature role in the final two episodes of the next season of NBC's Average Joe reality television show.

In late October 2004, the agency conducted a press trip to the resort in partnership with Radisson Seven Seas Cruises, hosting media from such key publications as the Chicago Sun-Times, Bridal Guide, The Boston Herald, Travel Savvy and Gentry Magazine.

KEY RESULTS

Key consumer magazine coverage included the July 2004 “Islands” issue of Conde Nast Traveler, both the June and November 2004 issues of Travel + Leisure and the November/December issue of Bride’s. The resort was also featured in major market newspapers including the Chicago Tribune and key West Coast outlets, The San Francisco Chronicle and the San Jose Mercury News. Trade coverage included Travel Weekly, HOTELS, Incentive, etc.

The Radisson Plaza Resort Tahiti will be prominently featured in the final two episodes of NBC-TV’s Average Joe, reaching approximately 18-21 million households per episode.

Broadcast coverage also included CNN Headline News, in which the resort was endorsed and recommended by Heidi Mitchell of Travel + Leisure.