SUN INTERNATIONAL ANNOUNCES SUNLUX “GOLDEN TRIANGLE” COLLECTION
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Sun International has announced its new international marketing campaign – SUNLUX Collection – that continues to position its luxury five star hotel properties under a single banner. Alison Mckie, Group Manager Marketing, Sun International commented, “The collective term captures the essence of our luxury properties and still maintains a strong association to our Group Sun brand.”
Sun International has three five star establishments, positioned in a ‘Golden Triangle’ that links Cape Town’s landmark The Table Bay, within the Victoria & Albert Waterfront; Sun City’s The Palace of the Lost City, nestled in an extinct volcanic crater surrounded by the Pilanesburg big 5 nature reserve, and Zambia’s gracious Royal Livingstone, set against the backdrop of Livingstone’s Victoria Falls.
McKie added, “From our wide portfolio of casinos, hotels and resorts, Sun International enjoys a true Golden Triangle of destinations that offer the ultimate African experience for high end visitors from across the world.”
Individually, the properties are aligned with exclusive affiliations, with The Table Bay and The Palace of the Lost City members of The Leading Hotels of the World and The Royal Livingstone, a member of Virtuoso.
Furthermore, Sun International has revealed details of its new global sales and marketing strategy, naming the six regional sales and marketing representatives who will each lead the marketing efforts for the group within their respective territories. Agreements have been formalised with three new trade representatives - based in North America (USA, Canada and Mexico), Asia and the UK in addition to three already existing partners – based in India, Brazil and Australia.
The new marketing partnerships have simultaneously been announced: Elite International Luxury Hotel Representation in the United States, Canada and Mexico; 3Sixty Luxury Marketing in the UK and Eurozone and SG Luxe Collection for North and South Asia.
Existing relationships that have been formalised as part of the new marketing approach include: Outbound Marketing for the Indian subcontinent; Unique Tourism Collection throughout Australia and New Zealand and Hotels International Partners in Brazil.
CUT Communications - the global PR agency based in London - will complete Sun International’s integrated communications platform to highlight brand awareness and support all regional representation.
Commenting on the synergies of this new consolidated marketing approach, McKie said, “As an international player for many years with our iconic properties, Sun International is investing in both core and growth markets to promote Southern Africa as a premium experience and further promote our iconic properties to luxury travellers across the world. We now have a team in place that represents the best of luxury partners in representing our five star collection across the world.”
Vasudha Sondhi, Managing Director, Outbound Marketing, who have been working with Sun International to grow its Indian market since 2006, said, “The new structure is a logical step towards building demand for the hotels from the appropriate segments, whilst ensuring that the business is routed through the traditional distribution channels. We look forward to continuing the growth story from India.”