Advertising and Promoting an Opening of a New Hotel in Latvia

Task 1

1.

Advertising is the element of promotional mix, which is widely used before opening of the hotel. In order to communicate the marketing message of the hotel being a part of world- known hotel chain and brand is a way to maintain a high level of quality in all the hotels (Dudovskiy, 2013). Four Seasons brand has a slogan “Fifty Hotels. Twenty-Two Countries. One Philosophy.” Which changes whenever a new hotel is opened or new country is penetrated. Such means of edvertising are used as online banners, posts in newspapers and magazines, street banners and TV or radio podcasts.

Also Personal Selling is used beforehand because stable connections with tour operators, tour agencies and other intermediaries have to be settled. Managers contact local and international intermediaries via phone or face-to-face, both to create a working relationship and invite them to grand opening.

About 2-3 weeks before opening, press conference with journalists and media is held in order to introduce them with hotel. They are given the invitations to the opening ceremony.

2.

At the time of the opening advertising is still going on, now promoting not only the opening of the new hotel, but some events, discounts and possibilities provided by Fours Seasons Latvia.

One of the most important elements of promotion mix during the opening of the hotel includes PR. Right before the opening Press release is issued in newspapers and magazines. Opening ceremony can be a charity event at the same time, because Four Seasons is involved in supporting sustainability. Event attendants can make contributions to chosen charities. Well-known personalities, both local (ex. Opera singer Elīna Garanča) and international (ex. A Canadian musician as Fours Seasons is a Canadian brand- Celine Dion or Michael Buble) can make an appearance during the opening ceremony in order to attract media and publics attention.

3.

Advertising definitely continues during the process of...