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Brief
ATKV needed to reposition itself as a perfect place for family holidays, for all South Africans. How the Black middle/upper-income group and the White Afrikaans speaking group see ATKV Resorts differs. While the latter gladly choose the brand as their ideal holiday choice, the former tend to have negative perceptions towards it. ATKV aims to keep their current customers while targeting new markets.
For ATKV Resorts to yield greater enquiries and bookings, Beyond Blurr developed a strategy that would attract a diverse market. Current perceptions needed to be shifted in order for the product and service offering to be better received.
To best achieve this, the brand had to:
- Learn about the motivations and behaviours of the desired new target markets.
- Adapt marketing collateral, infrastructure and messages to entertain, add value and be relevant to the South African holiday goer.
