Outrigger Enterprises Group
In addition to providing ongoing communications support to global hospitality company Outrigger Enterprises Group, Bennet Group also helped to successfully rebrand its dedicated beachfront resort brand, Outrigger Resorts, in 2014. Formerly Outrigger Hotel and Resorts, the new Outrigger Resorts brand would include the company’s premier world-class properties in Hawaii, Australia, Fiji, Guam, Thailand, Mauritius, and the Maldives. Bennet Group played a key role in effectively transitioning the brand while avoiding confusion by customers and the general public, and also highlighting the additional updates and amenities to be phased in at ‘Outrigger Resorts’ locations over the next few years.
Bennet Group helped to develop a comprehensive rebranding plan that would position Outrigger Resorts as one of the premier oceanfront resort brands in the world. Tactics included media relations, marketing collateral, style guidelines and brand standards, internal communications, and a social media overhaul including new graphic elements and a new brand voice. A brand activation event was also held on Outrigger’s Founders’ Day, where the company marked the day by planning an event or activity for guests and employees at many of its properties across the world. Bennet Group secured an in-depth story in Pacific Business News, six stories in online travel trade publications including Travel Age West, Travel Agent Central, Travel Week Canada, Recommend, Hotel News Now, and Travel and Tour, with a combined total reach of 205,313 unique visitors per month.
Bennet Group also secured an indepth Q&A style story with Outrigger CEO David Carey in Vacation Agent Magazine, which is distributed via print, digital and web with to combined 29,270 subscribers. Additionally, the brand activation event went viral on social media with nearly 200 #OutriggerFoundersDay hashtaged posts on Facebook and Twitter.