1. Company Description

The Al Mashreq Boutique Hotel is among the best small luxury hotels not only in Saudi Arabia but also in the world. The hotel is located at the heart of the Saudi Arabian capital, Riyadh. The architecture of the luxury boutique hotel is highly individualistic that sets its unique design apart in the superior location. The sixty-nine cozy suites and rooms in Al Mashreq are characterized by state of the art technology coupled with luxurious interior designs and decor. The small luxury hotel has facilities such as the Al Mashrabiya and Ewaan Restaurants, a tea and coffee lounge, a wedding section, business meeting center, a place for social events and the Mashreq Spa. The hotel also has a mini bar and wireless internet connection (Al Mashreq Boutique Hotel, 2019).

2. Explanation of Objectives

The project seeks to infuse more of the Arabic culture in the operations of Al Mashreq Boutique Hotel. Even though the hotel is located in the modern Riyadh City, it is possible to marry modernization and tradition elements. This fusion can be achieved by working on the premises of the hotel to give it a more Arabic outlook. The interior design of the hotel can be equipped with antique pieces of furniture, art, and decor as well as modern conveniences to complement our visitors’ stay in the hotel. The Ewaan and Al Mashrabiya restaurants are to serve notable Arabic cuisine such as mansaf and musakhan (Al Mashreq Boutique Hotel, 2019). The restaurants should also be equipped with open kitchens where customers watch as their meals are being prepared according to their specifications at a fair price. The social event and wedding sections ought to have traditional entertainment including dances, music and other forms of art. The second objective of the project is to increase customer convenience or satisfaction. This can be done by offering services such as free transport to and from the airport and tours around the city.

3. Measurement of Success

The success of this project can be measured using different tools. Firstly, the number of customers or bookings can be used as a tool. An increase in the number of reservations in the hotel or customers and recommendations is an indication of success. Secondly, profit margins can also be used as a tool. The success of the project is indicated if there is an increase in profit margins. Another measurement tool is the checking of online ratings and reviews. Higher ratings and positive reviews indicate the success of the project. The last device is employee satisfaction. Employees are known to provide the best services to customers when they are appreciated. Therefore, maximum employee satisfaction is an indication of the project’s success (Felizardo, Felix, and Thomas, 2017).

4. Target Audience

The hotel intends to attract different customers. For starters, it aims at attracting customers interested in the Arabic traditions yet desire to explore the modern city. Al Mashreq will be convenient for such customers since the hotel is located in the busy and contemporary Riyadh city but rich in a tradition not only in its architecture but also the services, decor, and cuisine. Secondly, the hotel will serve business people as it has one of the best facilities for meetings or conferences as well as excellent accommodation. This will also help in saving time for business-oriented customers. The Al Mashreq Boutique Hotel will be a perfect place for weddings. The wedding section will be filled with not only timeless antique pieces of decor but also traditional entertainment. This will be perfect for couples seeking modern yet Arabic themed weddings. The hotel will also provide comfortable and affordable accommodation for wedding guests. The hotel aims to serve customers who want to hold social events. The luxury hotel has a well-equipped common section which will be useful for any social event (Burns, 2012).

5. Competition

The small boutique market in the hotel industry is a saturated one. Most of the boutique hotels are striving to have unique features to acquire a niche in the market. The Al Mashreq Boutique Hotel faces significant competition from both the Jabal Omar Hyatt Regency Hotel in Mecca and the Movenpick Hotel and Residences Hajar Tower Makkah. The Hyatt Regency Hotel is an easily accessible hotel from both the port city and the King Abdulaziz International Airport. The hotel is strategically located in Mecca which makes it available to pilgrims. The Movenpick Hotel is also good for customers seeking pilgrimage. The hotel is best known for its proximity to the Holy Mosque, its diverse dining experiences, its consideration as one of the clock towers known as the Abray Al Bait Towers and amazing views of the Haram Court and Kaaba (Al Mashreq Boutique Hotel, 2019).

The Al Mashreq competitors captured their most significant and unique features. The hired advertising agency should consider seizing the hotel’s magnificent views of the city, its outstanding architecture, the interiors filled with antiques and modern decor as well as the traditional cuisine served.

6. Details on the tone, message, and style to be used

The advertising agency should consider coming up with a reasonable tagline that will easily plaster itself on the customer’s mind. The agency can apply different execution styles such as lifestyle, humor, and fantasy to attract customers to the hotel. Both light-hearted and energetic tones can be used to hook the customers’ attention to the message.

7. Timing and Budget

Funding and completion of the project are to be foreseen by the Al Mashreq Hotel managers in a maximum of six months. The hired advertising agency is to complete its portion of the project in three weeks then. Disbursement of funds is to be handled by the financial department.

8. Stakeholders

The project’s stakeholders include; the advertising agency, the Al Mashreq financial department, management as well as the marketing, sales, and graphics teams (Burns, 2012).

References

Al Mashreq Boutique Hotel. (2019). Al Mashreq Boutique Hotel. Retrieved from http://www.almashreq.sa/en/

Burns, W. (2012, August 8). The Creative Brief And The Client’s Role In It. Retrieved from Forbes: https://www.forbes.com/sites/willburns/2012/08/08/the-creative-brief-and-the-clients-role-in-it/#53051aaa394a

Felizardo, A., Felix, E., & Thomaz, J. (2017). Organizational Performance Measurement and Evaluation Systems in SMEs: The Case of the Transforming Industry in Portuga. Evora: CEFAGE.