1. A Royal hide-out where tales unfold…
A Strategic Brand-Building Plan
and Integrated Marcom Campaign A Creative Strategy by
Proposal for the Year 2011 Copyright © 2011 SideFX / Jay Abeyratne

2. Copyright © 2011 SideFX / Jay Abeyratne
Agency Overview
SideFX is a full-service advertising agency that has been creating innovative, cost-effective,
media-driven advertising campaigns for over 2 years.
We handle both large and small accounts and we are personally involved in all phases of the
marketing process and we carefully monitor the progress made by each of our clients.
Because we are a small and cohesive group of talented advertising professionals, we work
with a limited number of accounts, and are selective about those with which we will form
our marketing partnerships. We are very results oriented, and strive to service our accounts
for the long term. We maintain a keen awareness that the growth and success of our client’s
business is the key to our own success. We want to prove that to you.

3. Copyright © 2011 SideFX / Jay Abeyratne
The Brief / Our Challenge
Randholee Luxury Resort is a 25 room luxury Resort hotel in the sacred
city of Kandy. Like the kings and queens of ancient Kandy, one can
experience the epitome of luxury at Randholee.
Our challenge is to create a marketing strategy to re-brand and re-invent
the Luxury experience at Randholee.
Our ultimate objective is to up-sell Randholee as the only 100-120US$
Luxury Resort in Kandy as a result of our unique marketing campaign.

4. Copyright © 2011 SideFX / Jay Abeyratne
Proposed Budget for the Year 2011
Rs. 5 Million
with a 3 phase implementation Plan

5. Copyright © 2011 SideFX / Jay Abeyratne
Communication Strategy
‘The Big Idea’
Randholee – The Epitome of Kandyan Royalty

6. Copyright © 2011 SideFX / Jay Abeyratne
Strategic Implementation Plan
Phase 1
Launch of the New Brand Identity
‘Randholee – The Epitome of Kandyan Royalty’

7. Copyright © 2011 SideFX / Jay Abeyratne
The Phase 1 includes a total revamp to Randholee Resort’s
Brand Identity and the guest experience with a unique Kandyan
Royalty based Theme.
A new Kandyan ‘Esala Perahera’ theme based attire for the Hotel Team

8. Copyright © 2011 SideFX / Jay Abeyratne
Own and manage a richly caparisoned elephant as a part of the kandyan majesty
while presenting a unique guest experience.

9. Copyright © 2011 SideFX / Jay Abeyratne
A majestic display strategy for the Key symbol of the resort “The Palanquin / Dolawa”
and Start a reading room of literature on the ancient kandyan kingdom,
heritage and culture.

10. Copyright © 2011 SideFX / Jay Abeyratne
Esala Perahera based dance troupe comprising drummers, fire dancers,
kasa men and male and female dancers to perform as a daily feature.

11. A new pool-side table arrangement for dinner with perahera type
pandam / torch lighting and kandyan style musical feature.
Copyright © 2011 SideFX / Jay Abeyratne

12. • Start a Kandyan handicrafts and Copyright © 2011 SideFX / Jay Abeyratne
souvenir shop at the hotel premises.
• A new training program for the staff
on Kandyan Royalty gestures and
greetings.

13. Copyright © 2011 SideFX / Jay Abeyratne
Strategic Implementation Plan
Phase 2
Launch of a 360 degree Marketing campaign
based on the new brand identity –
‘Randholee – The Epitome of Kandyan Royalty’
• A professional photo shoot covering all aspects of the new brand identity.
• Re-design and develop the website with new imagery and brand identity.
• Start of a 3-month marketing campaign
(ATL / BTL / Online / Social Media / Direct Mailer / PR)
• Intensify the campaign and boost sales through seasonal campaigns –
Wedding Season, Esala Perahera Season, tie-ups with corporates for special
functions, Ayurvedic Spa promotions etc.

14. Copyright © 2011 SideFX / Jay Abeyratne
Print Strategy – option 1

15. For Visual Purpose Only

16. For Visual Purpose Only

17. For Visual Purpose Only

18. Copyright © 2011 SideFX / Jay Abeyratne
Print Strategy – option 2

19. For Visual Purpose Only

20. For Visual Purpose Only

21. For Visual Purpose Only

22. Copyright © 2011 SideFX / Jay Abeyratne
Print Strategy – option 3

23. For Visual Purpose Only

24. For Visual Purpose Only

25. For Visual Purpose Only

26. Copyright © 2011 SideFX / Jay Abeyratne
Strategic Print Publicity Channels

27. Copyright © 2011 SideFX / Jay Abeyratne
Strategic Implementation Plan
Phase 3
Solidifying the Brand ‘Randholee’ through various
sustaining efforts/activations
Strategy: Sponsorship of Events / Brand Activations

28. Copyright © 2011 SideFX / Jay Abeyratne
Conclusion
This proposal will give you an idea how the marketing strategy will unfold
through a series of steps. Should you choose to sign a contract with SideFX,
we can immediately begin the creative process of the campaign, whereby we
develop 360 degree strategies that will create a unique brand identity for
Randholee Luxury Resort. Please do not hesitate to call with any questions
you might have. We look forward to speaking with you further.
Let’s Do It..! What we need is a convincing start.