Maldives for most, is often perceived to be a singular luxury destination. With luxury spas, private island retreats, under sea suites, sea plane arrivals, speed-cruises and the most beautiful sunsets, there is a consensus that Maldives is a laid-back luxury capital. In such a uniform space, how does one build differentiation?
THE MALDIVES
Two Islands,
One Legacy
This adventure was about creating and designing brand differentiation that is ownable and clear as daylight. The task at hand was to strategise and build clear day-light differentiators between the two luxury resorts - Taj Exotica and Taj Coral Reef, two distinguished addresses with the same parent. There was a need to own a clear distinctive mind-space for each in a market with newer resorts and brands. This positioning and brand development exercise was to also help peg the two brands to their most critical high ADR source markets like UK, Japan, Middle East and India.
