In order to help build revenues for The Fairmont Royal York, Lan-Ray has retained the services of professional marketing communications professionals. Here are some preliminary thoughts:

Objective:

To increase uptake of dry cleaning services by hotel guests & revenues.

 
Assumptions:

Fairmont Royal York Guests are busy people with things to do. Their primary concerns are convenience & time. They are staying in the Hotel for a limited period, and likely need their cleaning for use during that stay. While cost is somewhat of a consideration, speed of delivery and ease of transaction are primary. For this reason, we believe there are two foundations for the communications:

  1. Getting the message to people with other things on their minds, in a manner consistent with the values of the premier brand represented by The Fairmont Royal York Hotel.

  2. Communicating the idea that these services are delivered rapidly, with no hassles.



An opportunity exists for establishing a tiered set of services, thereby increasing revenue. Such a regimen could include:

  1. Regular Service – available at current rates

  2. Premier Service – special care or faster turnaround, available at a premium

  3. Rush Service – three hour turnaround, available at a premium
Consideration:

To develop a range of marketing communications options for consideration by The Fairmont Royal York. These approaches can only be properly evaluated by the Hotel in the light of its policies and objectives. To that end, we are proposing options which may or may not conform to these strictures. As such, these are only options and feedback will be required in order to implement those initiative that are deemed appropriate by Management.

 
Initiatives:
  1. Query guests during reservations on the phone & on the website on whether they would like dry cleaning services.

  2. Query guests at check-in on whether they would like dry cleaning services.

  3. Situate a Point of Purchase piece at the Check-In desk.

  4. Put hangar sleeves on existing hangers promoting the service.

  5. Insert enhanced promotional piece into Guest Welcome package.

  6. Revamp In-Room Desk Tent Card.

  7. Place promotional piece on inside of room door.

  8. Tastefully situate Point of Purchase signage around the Hotel & in the elevators.

  9. Provide Customer Feedback forms on cleaned articles.

Website
Check-in Desk
Hanger Sleeves
Welcome Package
In-Room Tent Card

Inside Room Door
Hotel Signage
Elevator Signage
Feedback Form


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