Create Press Release:

Ensure the title is attractive, the description concise and informative, and that the press release is written in third person POV.

Tie the message back to your key buyer personas, ensuring it resonates with your target audience. If necessary, tweak the press release per market to ensure maximum impact. Together with the digital marketing team, plan for supporting image shooting and a potential landing page to host further information.

Hyperlink Website Pages:

Hyperlink your resort website or a special landing page to the press release. This will allow readers to access more information about the press release's topics easily.

Include Relevant Offers:

Look for any offers or specials that can be included in the press release. Ensure that these are linked to the release so readers can easily take advantage of them.

Add Supporting Visuals: 

Include high-resolution images that showcase the covered topic in the best possible light. This will attract readers' attention and enhance the press release's overall impact.

Send for Final Check & Proofreading: 

Send the press release to Digital Marketing Team for a final review and proofreading.

Share Final Version for Approval: 

Share the final version of the press release with your GM, COO, and CMO. This will help ensure that the messaging is consistent with the overall marketing strategy and accurately represents your property.

Distribution: 

Distribute the press release via your various PR agencies, local media, and affiliation partners (e. g. HIP Hotels, Serandians, Virtuoso, etc). Ensure that the digital marketing team is informed so that they can upload the press release for additional exposure on high DA platforms for maximum visibility.

1. Scheduling: Resort GMs to plan out annual events well in advance and communicate annual events with a lead time of 3-6 months.
2. Reminders: Pulse marketing team to send reminders to resorts specifying deadlines for submitting event information at least 3,5 months prior to smaller events and 7 months prior festive.
3. Request for Event Support:
   • Resort General Managers (GMs) need to initiate requests for event support with a lead time of 3-6 months, depending on size of the event.
   • GMs align internally with departments and provide a clear brief outlining exact requirements for each event, including the following details:

• event/creative support needed (Atheek, Shafraz, graphic design, etc.)
• timeline
• initial concept ideas
• event flow
• allocated budget
• inventory of existing items
• newly required items
• details on storage arrangements for newly requested items

4. Concept Paper Development:Based on the brief provided by GMs, the Pulse marketing team develops a concept paper.The concept paper includes event details, creative ideas, operational guidelines, and budget breakdown.
5. Review and Approval: The concept paper is reviewed and approved by relevant stakeholders, including Ali and Manu.
6. Preparations for Event/Creative Activation:
   • Once approved, preparations for the event/creative activation begin.
   • Activities include collateral design, procurement through established purchasing channels - ideally joint orders across resorts, operational guidelines for technical implementation, and coordination with relevant teams for implementation.
7. Timeline:
   • Major events like festive require a lead time of minimum 6 months.
   • Smaller events like Valentines, Women’s Day require a lead time of 3 months.
8. Implementation and Coordination:
   • Coordinate with internal departments and external vendors for seamless implementation.
   • Ensure adherence to timelines and budget allocations.
   • On resort level the GM and/or RM are the event project owner of these events and responsible to initiate operational action plans at least 3,5 months ahead of the event to ensure proper internal planning of the event.
9. Monitoring and Feedback:
   • Monitor the progress of event preparations and address any issues that arise. Gather feedback from stakeholders for continuous improvement.

Example of the time frame: The planning process starts around the second week of November for the posting plan for January and February.

1. Resort Input:  Resorts are encouraged to provide key talking points, important dates and events they want to highlight during the January and February posting plan, by the second week of November.

2. Content Compilation: The digital marketing team gathers photos and creates captions based on the provided input from the resorts.

3. Review by Resorts: The compiled content is sent to the respective resorts for their review and feedback.

4. Revisions: If necessary, the resorts suggest changes or additions to the content. After incorporating any requested changes, the final posting plan is prepared.

5. Approval by CMO and COO: The completed posting plan is then sent to the CMO and COO for their approval.

6. Project Closure: Once the CMO and COO give their approval, the project is considered closed, and the posting plan is ready for execution.

Deadline: The entire process aims to conclude before the beginning of December so that the team can start executing the posting plan in January.

By following these steps, you can create a social media content plan that effectively engages your target audience, achieves your goals, and generates business results.

1. Deadline for Resort Input: Before the 12th of each month, resorts send in all the talking points they want to be included in the newsletter for the upcoming month.

2. Blog Submission: Along with the talking points, resorts also submit the talking points for the required blog articles for the month. These blogs will be linked to the newsletter.

3. Content Compilation: The digital marketing team takes the provided talking points and blogs and expands on them to create the content for the newsletter.

4. Review by Resorts: The compiled newsletter content is sent to the resorts for their review and feedback to ensure accuracy and alignment with their preferences.

5. Review by CMO and COO: After incorporating any necessary changes from the resort side, the newsletter content is then sent to the CMO and COO for their review and approval by the 25th of the month.

6. Newsletter Distribution: Once the newsletter content is approved, it is scheduled for distribution within the first two days of the following month.

1. Request details: Request the details of the advertising opportunity, including the publication, platform, and media kit that outlines reach and readership. This information should include market demographics, income, and other relevant data.
2. Check DA Score: If applicable, check the DA score of the website.
3. Check Social Media Reach: If applicable, check the social media reach via digital team and the Favikon report to determine the audience size and engagement level.
4. Check Market Potential: Check if the market is a key market (where we do have/not have PR representation) or a developing market. This will help you determine if the advertising opportunity aligns with your marketing goals and objectives.
5. Check Budget Availability:Check budget availability to ensure you have the necessary funds to invest in the advertising opportunity.
6. Assess the Opportunity:Assess the advertising opportunity and come up with your recommendation. This should include analysing the data and evaluating how the opportunity aligns with your marketing goals and objectives.
7. Share with Management:Share your assessment with your GM, COO, and CMO for feedback and approval, to ensure the advertising opportunity aligns with the company's overall strategy and goals.

By following these steps, you can obtain the necessary information to make an informed decision about an advertising opportunity. 

1. Keyword and Topic Sharing:The digital marketing team shares important keywords and topics, assisted by EME, to guide the content creation process.
2. Talking Points from Resorts:Each resort provides personalised and relevant talking points for the given topics to be included in the blogs, showcasing their unique offerings and features.
3. Content Compilation: The content writer compiles the talking points into cohesive blog posts, ensuring they align with the given keywords and topics.
4. For PR topics and activations:The Resort Team shares the written PR content with the Digital Marketing team.
5. Inclusion of Images:The Digital Marketing Team adds relevant images to complement the blog content and make it visually engaging.
6. Approval by CMO:The compiled blogs, along with images, are sent to the CMO for final approval and a final check to ensure they meet the brand guidelines and marketing objectives.
7. Scheduled Weekly Blog Release:Approved blogs are scheduled for release every Sunday, ensuring a consistent and predictable publishing schedule.
8. Social Media Promotion:After the blog release, the digital marketing team promotes the blogs on various social media channels to increase their visibility and reach a wider audience.
9. Optimisation with EME:The digital marketing team collaborates with EME to optimise the blogs further for better search engine rankings and visibility.

Develop Plan: 

Develop a plan on how to promote the awards, including timelines and deadlines for voting. Identify the target audience and determine the channels to use for promotion, such as social media, email newsletters, and in-house posters.

Create Social Media Posts: 

Create social media posts with engaging captions and clear CTAs to encourage followers to vote. Use visuals such as images or videos to grab attention and highlight the awards. Additionally, create Instagram stories to reach a wider audience.

Designing Voting Collaterals: 

Work with the digital marketing team to design voting posters for Revinate, Flodesk and to be used in-house, including the voting information and clear CTAs. Additionally, design refresher posters, as well as a voting banner for the monthly/quarterly newsletter as well as an e-signature to include in all emails to increase awareness and encourage voting.

Check for any spelling and grammar errors, as well as the accuracy of the voting information included. Make sure the collaterals have a consistent design and branding across all platforms to enhance brand recognition and recall.

Reviewing Collaterals: 

Once the content has been designed, share it with your GM, COO, and CMO for the final review, to ensure the posts highlight the property’s unique selling points and align with the overall brand messaging.

Encourage Voting: 

Push all in-house teams to vote and request guests to vote for the resort to increase the chances of winning and create a sense of community.

1. Identify Gaps:Every quarter, content requirements and gaps are identified across all departments.
2. Obtain Quotations:The digital team contacts photographers and videographers to obtain quotes for the desired shot list or shoot.
3. Send for Approval:The quotation is sent to the resort PR teams, COO and CMO for their approval.
4. Create Moodboard:Upon approval, the digital and PR teams create a moodboard that captures the desired vibe.
5. Finalise Dates:Shooting dates are finalised by the resort team and the chosen photographers/videographers.
6. Logistics:The PR team handles the logistics of the shoot, with support from the digital team if necessary.
7. Props:Digital team creates a rough draft of props required for the shoot, which is then sent to the PR teams.
8. Shot Selection:Once the shoot is completed, the digital team and the CMO collaborate to select the necessary shots.
9. Video Review:For videos, the links are added to FileStage for easy commenting by the teams and then shared with the videographer for adjustments.
10. Invoice:After the selection process, the invoice is sent to the resort teams for processing.
11. Payment Confirmation:The resort teams confirm payment with the digital team, who then shares the confirmation with the photographers/videographers.
12. Backup Files:The final shots are added to DASH and SharePoint folders as a backup by the digital team.

By following the above steps, you can ensure effective planning and execution of your photoshoots.  

1. Identify Gaps: Every quarter, content requirements and gaps are identified across all departments.
2. Obtain Quotations: The digital marketing team contacts photographers and videographers to obtain quotes for the desired shot list or shoot.
3. Send for Approval: The quotation is sent to the resort MarCom teams, COO and CMO for their approval.
4. Create Moodboard: Upon approval, the digital and PR teams create a moodboard that captures the desired vibe.
5. Finalise Dates: Shooting dates are finalised by the resort MarCom and the chosen photographers/videographers.
6. Logistics: The resort MarCom handles the logistics of the shoot, with support from the digital marketing team if necessary.
7. Props: Digital marketing team creates a rough draft of props required for the shoot, which is then sent to the resort MarCom.
8. Shot Selection: Once the shoot is completed, the digital marketing team and the CMO/COO select the best shots.
9. Video Review: For videos, the links are added to FileStage for easy commenting by the teams and then shared with the videographer for adjustments.
10. Invoice: After the selection process, the invoice is sent to the resort MarCom for processing.
11. Payment Confirmation: The resort MarComs confirm payment with the digital marketing team, who then shares the confirmation with the photographers/videographers.
12. Backup Files: The final shots are added to DASH and SharePoint folders as a backup by the digital marketing team.

1. Once the form is filled and submitted:

   1. All collaboration requests are recorded on Monday, in the "2024 Collaborations" board under the group "Collaboration Requests."

   2. Immediate notifications alert the team to incoming requests.

   3. Upon arrival, the user's name and email are automatically duplicated on a contact board, updating the Revinate contact list for both NOVA and KANDIMA.

   4. The digital marketing team reviews each request, and if it shows potential, its status is changed to "Discussion," and it is moved to the "For Discussion" group.

   5. The "For Discussion" group facilitates discussions among MarCom teams, CMO and COO to evaluate potential collaborations.

   6. For requests that are unlikely to proceed, the digital team marks them as "Declined" and selects from predefined reasons (e.g., low follower count, no ongoing collaborations, unavailability during requested period, not focus market).

   7. Declined requests are then moved to the "Rejected" group.

   8. An automated email is sent to the user who made the request from [email protected], politely declining the request and, if applicable, providing customised content based on the reason for rejection.

   9. Any further communication or user responses are documented within the board, enabling internal viewing and responses within Monday.

   10. If the collaboration is finalised by the resort MarCom, the request's status is updated to "Approved."

   11. Deliverables are negotiated with the influencer. Basic deliverables and offerings include:

   Instagram

   • 1 x post per night (Instagram handle for resort to be in caption and in photo & location tagged)
   • 1 x reel per stay (Instagram handle for resort to be in caption and photo & location tagged) 
   • 5 x stories per night (Instagram handle posted on the story), saved to highlight
   • 1 x throwback post (few months after leaving the resort)
   • 1 x Q & A session about the resort on Instagram stories, saved to highlight – specific for influencers
   • 1x highlight on the profile with the resort name – specific for influencers

   For exclusive travel influencers

   • 1 day Instagram takeover (the influencer announces on his/her channel on a live/stories or post that they are going to takeover the resort Instagram the next day)
   • Influencer shares photos/videos of their activities at the resort throughout the day, which is then shared on the resort’s Instagram story

   TikTok

   • 3 x stories per night (TikTok handle for resort to be in the caption)
   • 1 x tiktok video per night (with resort handle tagged) – specific for travel influencers 
   • 1 x tiktok video per STAY for a trending sound that showcases the resort

    

   Our offer 

   • Rooms on Full Board
   • Domestic Transfers
   • 1 x hosted dinner
   • 50% discount on F&B, Aquaholics & Spa
   • Complimentary bicycles (applicable for Kandima) 
   • 2 X complimentary water sports activities (1 x group activity + 1 x solo activity)
   • 1 x 60 min spa treatment
   • ANY ADDITIONAL complimentary items must be approved by the GM

    

   1. Approved requests are moved to the "Confirmed" board, where all finalised and confirmed collaborations are displayed, and they are no longer visible on the current board.

   2. Resort Marcom maintains all details of the confirmed collaborations on the “Confirmed” board.

   3. Resort Marcom gets in touch with the influencer to negotiate deliverables (if required with the help of digital marketing team) and further discussions, keeping the digital marketing team updated. 

   4. Digital marketing team creates a campaign on Favikon to evaluate the collaboration further.

   5. Ensure that the posts by the influencer have the resort’s social media handle, and location tagged.

   6. Influencer’s post caption to be provided by the PR team, in line with the respective resort brand’s tone of voice.

   Sample caption for Kandima: Dancing my way through the tropikal paradise at Kandima Maldives, where the vibes are groovy, and the energy is contagious! From epic beach parties to thrilling water sports, every moment is a wild adventure. Don't miss out on the fun; use my promo code 'Palak15' to unlock some extra cool perks during your stay! 🌴🌺

   Sample caption for Nova: Finding solace amidst the laidback natural island of Nova Maldives. Here, every experience is designed to spark joy, ignite the soul and nurture real connections. Dive deep into a haven of good vibes at your soul place. 🌿✨

   Sample caption for TNM: Immersed in the elegant whimsy of The Nautilus Maldives, a beacon of bohemian ultra-luxury where time stands still, and the comfort feels like home. Revel in unscripted dining, free-spirited experiences, and embrace the art of bohemia in every delicate detail.

1. Strategy Planning: The e-commerce and digital marketing team collaborate to devise a strategy for the flash sales. They discuss the frequency, timing, and promotional approach to ensure effective results.
2. Frequency Updates: Based on the discussions, the frequency of the flash sales is determined and updated in the flash sale board on Monday.
3. COO Approval: The flash sale strategy and budget is presented to the COO for approval. Once approved, the teams can proceed with the implementation.
4. Flash Sale Page Creation: The digital team creates dedicated pages for each flash sale, containing all relevant information about the offer and products on sale.
5. EME Campaign Coordination: The information about the upcoming flash sale is shared with EME by the digital team to initiate their promotional campaigns.
6. Translation to Russian: The ad text and key information are translated into Russian to expand the reach to a wider audience.
7. Website Pop-ups and Social Campaigns: The digital marketing team activates website pop-ups and social media campaigns to generate buzz and awareness about the upcoming flash sale.
8. Flash Sale Launch: On the day before the flash sale, all preparations are completed, and the flash sale page is set live on the website.
9. Maintenance of Details on Monday: Digital marketing and e-commerce teams maintain the budgets and details of the flash sale on the “Flash Sale” board on Monday.
10. Offer Activation: The e-commerce team activates the special offer, ensuring that the discounted prices and promotions are in effect during the flash sale.
11. Flash Sale Progress Evaluation: During the flash sale period, the teams closely monitor the performance, including website traffic, conversions, and customer engagement.
12. Post-Flash Sale Breakdown: After the flash sale ends, the e-commerce team compiles a detailed breakdown of the campaign, including sales figures, customer feedback, and key takeaways.

13.  

1. Scheduling: Schedule common yearly events across all resorts with a lead time of 3-6 months.
2. Reminders: Send reminders to resorts specifying deadlines for submitting event information.
3. Request for Event Support:
   Resort General Managers (GMs) initiate requests for event support.
   GMs align internal departments and provide a clear brief outlining requirements, event/creative support needed, timeline, initial concept ideas, event flow, budget allocation, inventory of existing tools and storage arrangements for new decoration items.
4. Concept Paper Development:
   Based on the brief provided by GMs, the event support team develops a concept paper.
   The concept paper includes event details, creative ideas, operational guidelines, and budget breakdown.
5. Review and Approval:
   The concept paper is reviewed and approved by relevant stakeholders, including Ali and the Central Marketing Unit.
6. Preparations for Event/Creative Activation:
   Once approved, preparations for the event/creative activation begin.
   Activities include collateral design, procurement through established purchasing channels, operational guidelines for technical implementation, and coordination with relevant teams for implementation.
7. Timeline:
   Major events like Easter, Festive, etc., require a lead time of 3-6 months.
   Smaller events like Women’s Day require a lead time of 3 months.
8. Implementation and Coordination:
   Coordinate with internal departments and external vendors for seamless implementation.
   Ensure adherence to timelines and budget allocations.
9. Monitoring and Feedback:
   Monitor the progress of event preparations and address any issues that arise.
   Gather feedback from stakeholders for continuous improvement.

1. Add Events in Advance: Before the 1st of each month, PR team will add in all the events to the given Google Sheet for the next two months. Include event details such as the name, date, and description of the event.
   
2. Add Short Notice Events: Short notice events need to be updated at least one week ahead by the PR team.
   
3. Add to Website: Digital team will work on adding the events onto the website, along with the relevant photos.
   

1. Event Identification: The resort team identifies events that they want to mark and promote on social media.
   
2. Lead Period and Communication: Once an event is chosen, the resort team plans for it with a lead period of 2 months. They communicate the details of the event to the digital team, providing all necessary information.
   
3. Social Media Captions: The resort team also supplies any captions or promotional text required for the social media posts related to the event.
   
4. Photographer Assignment: The digital team's responsibility is to identify and assign a photographer who will cover the event. They ensure that someone is available to capture high-quality photos.
   
5. Graphic Creation: The digital team creates an engaging graphic to be used in the social media post promoting the event.
6. Event Coverage Planning: The digital team collaborates with the resort team to identify key areas and moments during the event that should be covered by the photographer. This ensures that all the essential aspects are captured.
   
7. Photo Selection: After the event coverage, the digital team goes through the photographs taken by the assigned photographer and selects the best ones to create a photo gallery for the social media post.
   
8. Uploading Photos to Dash: All the selected photos will be added to Dash under the respective categories and photo tags.
   
9. Throwback Post: The digital team posts a throwback social media post, which includes the selected event photos in a gallery format. Caption is to be sent over from the resort team.
   
10. Final Approval: Before the post goes live, the CMO reviews and approves the caption and post provided by the digital team. This ensures that the text aligns with the resort's branding and messaging.
    

1. Request from Resort: Resort team sends a request to the digital team for updates to collateral, providing sufficient lead time.
   
2. Graphic Creation: The graphic designer works on the document, making the necessary changes.
   
3. Review:  The document is reviewed first by Nattu and Shafraz, and finally CMO for final approval.
4. Send to CPD: Once approved, the digital team sends the updated document to the CPD team.
   
5. Maintain Monday Board: Digital marketing team maintains details of the document on the “For Print” board on Monday.
   
6. Resort Updates: The digital team keeps the resort team updated on the progress of the collateral.
   

1. Design and Template Provision: The digital team provides the resort team with a design and template to be used for TV updates.
   
2. Resort Team Updates: The resort team updates the provided design template by tailoring it to the specific content they want to broadcast on TV. (Innspire, Ayanic, Roomnet)
   
3. Digital Team Review: The digital team reviews the final document prepared by the resort team. They ensure that the content aligns with the resort's branding guidelines, is accurate, and meets the required quality standards. 

1. Target photographers/videographers who create travel content
2. Coordinate with PR agents to highlight the plan and be alert for requests
3. Plan in-house shoots around their visits for specific shots
4. Ensure creators' shooting style aligns with resort tones
5. Define key deliverables: 15 hi-res photos, 5 reels, 3 TikToks, potential in-house shoot
6. Inform agents and monitor potential collaboration requests

-  Ensure that beaches are clean, the lagoon is clear.

- Sun loungers and beach umbrellas should be open and properly set up, ie: spaced evenly and well aligned.

- Ensure that the lighting isn't too harsh, timing plays a crucial role here to get nice soft shadows from palm trees and make the beach look overall appealing.

- Be discreet—when flying drones, especially near guest villas, it is important not to disturb guests or fly too close to the villas. Guests should not see or hear the drone, and in any case they may hear, please notify the guests of a marketing photoshoot happening and assure them that they will not be in the shot.

General guidelines for using models:

• Models need to embody the desired aesthetic and target demographic of the resort - consider factors such as age, ethnicity, and style to ensure that the models represent the diversity and sophistication of the resort’s clientele.
• In group shots, aim for diversity and ensure that there is a gender balance.
• Avoid heavy makeup - aim for a beachy look.
• Choose wardrobe options that align with the positioning/concept and target audience of the resort. Select high-quality clothing and accessories that reflect the style of the resort. Coordinate outfits with the overall aesthetic of the resort's decor and ambience.
• Plan out and choose the outfits well in advance as relevant to the scene being shot.
• Models need to pose naturally and with fluid movements that create dynamic and engaging compositions. Models should convey emotions such as happiness, relaxation, and indulgence to evoke a sense of the resort experience. When directly photographing models interacting with each other or with resort staff, ensure that the interactions appear natural.

Final Tips:

• Pay attention to framing and composition for aesthetically pleasing shots.
• Use a mix of wide-angle and close-up shots to provide variety.
• Capture both daytime and sunset scenes to showcase the resort's versatility.
• Collaborate with the resort staff to ensure spaces are prepared and staged appropriately.
• Keep in mind weather forecasts - avoid shooting on gloomy dull days.
• When shooting scenes with models, it is necessary to ensure that the photo looks natural and candid and avoid looking too staged or unnatural.
• Ensure that the end photos reflect how the space gets utilised. Eg: a la carte restaurants that are only open for dinner, bars, party scenes etc. should be shot at night. Meanwhile, kids’ club, pools etc. should be during the daytime.