Repositioning strategy employed by reg turner

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Reference no: EM132306389

Halley’s Comet

Halley’s Comet is a hard act to follow! Finding another “event” around which to build the next promotional push in the lucrative U.S. market was the question facing Reg Turner, the hardworking, ebullient owner of Solitaire Lodge. Forward bookings represented full utilization of the capacity of the six-suite lodge through the next three months, but there were few sales after that.

Recognizing that Halley’s Comet could best be observed from a smog-free environment in the southern Hemisphere, Reg promoted Solitaire Lodge as the place to be. This captured the imagination of travel writers in the United States and Canada, who gave Reg exceptional publicity in publications such as the Los Angles times. Reg new that the Halley’s Comet special promotion had caught the imagination of North American clients. It was clear that clients would respond special promotional events.

Location and Description of Solitaire

The lodge stood on a majestic headland overlooking the quiet beauty of Lake Tarawera, fifteen kilometers from Rotorua, New Zealand. Rotorua itself is a major tourist attraction for both New Zealand and overseas tourists, and it enjoys daily scheduled air services, which link the city with both Auckland and Christchurch International airports. Access to Lake Tarawera is a tar-sealed road the winds past the Blue and green Lakes, themselves a local tourist attraction. After passing the Buried Village, yet another tourist attraction, the road meanders through seven kilometers of bush-lined scenery before reaching Lake Tarawera.

The lake is at times tranquil and serene and at times mysterious and foreboding. Tourists arriving at the lake for the first time often comment on the awesome presence of MT. Tarawera, which stands high and often mist-shrouded at the far end of the lake. The lodge is situated on the headland at the end of the road. A cobblestoned drive leads through stands of deciduous blossom threes and New Zealand native bush to the imposing wrought-iron gates of Solitaire Lodge. Visitors are able to drive to the door of the old cottage, situated at the center of the building complex. This serves as the dinning and communal lounge facilities of the lodge.

Luxury and Seclusion

Stepping outside, guests are able to wander down a well-maintained path, which leads to the lakeside some one hundred meters distant. Guests enjoy the panoramic views of the lake from several elevated vantage points along the way. A boathouse and jetty stand in a clearing at the bottom of the path. Viewed from the lake, the lodge presents a striking profile. The hexagonal shape of the structure complements the natural angles of the headland itself, and many visitors comment on the complete harmony of building and location.

History

Reg turner visited Lake Tarawera soon after arriving in New Zealand from the West Indies. English born and educated, Reg had learned to fly during an eight-year stint with the Royal Air Force. Reg arrived in New Zealand with $3000 in his pocket and a dream that one day he would own and operate a fishing lodge. A chance visit to Lake Tarawera fired his ambition. Advised by a real estate agent of the availability of a suitable cottage and land, Reg accepted the challenge, raised the money, and acquired the location that was to become Solitaire Lodge. Reg hosted a wealthy American couple visiting New Zealand on the cruise ship Queen Elizabeth who saw a brochure for the lodge. a Halley’s Comet

Halley ’s Comet is a hard act to follow! Finding another “event” around which to build the next promotional push in the lucrative U.S. market was the question facing Reg Turner, the hardworking, ebullient owner of Solitaire Lodge. Forward bookings represented full utilization of the capacity of the six-suite lodge through the next three months, but there were few sales after that.

Location and Description of Solitaire

Luxury and Seclusion

Fanning out on both the left and right wings of the cottage stand suites, with three on each wing. Each is completely self-contained and enjoys a floor-to-ceiling view of the lake. The first reaction of many arriving guests is wonderment at the beauty and seclusion of the location. The interior of the suites is finished in New Zealand native timber, which creates an atmosphere of rustic charm. Furnishings are luxurious and comfortable the end of their visit, the couple told Reg that he was “too cheap” and gave him $500 donation toward the lodge building fund. At the moment, Reg made the decision to seek funding to build a lodge ad determined that his target would be wealthy Americans. When Solitaire Lodge opened for business, the product was oriented around fishing for rainbow trout. The fishing season, which allows fishing during the period November 1 to June 30, was coupled with the services of Reg turner as guide. Promotional activity focused on the quality of the fishing and the professional services of Turner. Brochures advertising the fishing were distributed around other tourist accommodations in the area. Reg saw the market as foreign tourists already in the Rotorua area and New Zealanders looking for a short holiday break. No direct competition was seen to exist. Huka Lodge, an upmarket location 50 miles distant, was seen as a “role model” for the future Solitaire Lodge to try to emulate. The business of Solitaire Lodge continued to grow erratically. Turner paid his first promotional visit to United States to attend a major conclave of trout fishing market of the United States. The visit proved unsuccessful. Turner learned that fly fishermen wanted to dry-fly fish in rivers and streams. Turner also came to realize that the U.S. perception of a fishing lodge was different from his own. U.S. fishermen sought Spartan adequacy only, not luxury.

Redefining the Product

Turner realized that his product needed to be redefined for marketing efforts in the United States to succeed. He likened his lodge to the U.S. concept of “country inns”-privately owned guest houses in rural locations offering “get away from it all” facilities. Turner traveled throughout the United States visiting former clients, their friends, and selected travel agents in Los Angles and New York. His promotional message was “Come and visit a country inn of new Zealand.” Business continued to grow steadily through word-of-mouth. Turner also noticed an increasing number responding to advertising signs placed at roadsides between Rotorua and Lake Tarawera.

Promotional Boost

Solitaire Lodge received a promotional boost when selected as the subject of a travel article by Air New Zealand’s Jetaway magazine. Reg saw an opportunity to use this PR type of promotion began to make himself known to travel writers in both New Zealand and the United States.

The Fly-Drive, Free-Wheeling Market

Within New Zealand, promotional efforts focused on attracting the growing flydrive, freewheeling (FDFW) market, which contributed two hundred bookings during the year. Reg saw a chance in the market and ceased his efforts and promoting through travel agents, recognizing the importance of brochures in rental car agencies and ubiquitous road signs.

Solitaire Lodge gained a promotional boost when visited by the prestigious Hideaway magazine. The resulting article praised Solitaire to its exclusive readership as a country retreat of the highest standard. Turner immediately raised prices and noticed an upsurge both in booking from the states and in its attracted by the brochures and road signs.

The product had become clearly positioned as a luxury lakeside retreat and enjoyed significant repeat business. Turner noticed an upswing in three-day bookings for small business conferences. The expanded lounge facilities were expected to enhance Solitaire’s competitive advantage in the New Zealand domestic “mini” convention market.

Turner continued to use PR opportunities such as radio talk shows and interviews with travel writers to build the image of the lodge and of himself as a larger than life sportsman, outdoorsman, hunter, and raconteur. The highly successful Halley’s Comet promotion had fired his ambition a new and raised the challenge of developing a successor promotion. The room rate, meantime, had again been raised.

Answer Question

What lesson can be learned from the repositioning strategy employed by Reg Turner?

Reference no: EM132306389

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