Arenas Del Mar is an extraordinary beachfront resort located at the beaches of Manuel Antonio. The hotel itself has total 38 rooms, 16 apartments, 2 garden view suites, and 4 ocean view suites (Sheldon, 2007). The 16 apartments can be used as either superior and suite rooms or apartment. All the rooms have flat screen TVs, have king beds, AC, ceiling fans, great ocean views, and huge bathrooms (Kleynhans, 2006). The suites also have a luxurious balcony with a Jacuzzi and a sitting room with sofa sleeper. There is also a pool at the restaurant/reception area and several others by Playitas. The hotel is rank among the top three hotels in Manuel Antonio. However the owners and professionals of the Arenas Del Mar hotel should use various marketing communication strategies to target customers including Japanese families and college students. In order to achieve in this objective, the owners and the advertisers must consider three marketing communication strategies: billboards, website, and outdoor. The objective of this paper is to evaluate the factors that should be considered in choosing the above marketing communication strategy (Kleynhans, 2006).
Billboards should be used to advertise the hotel. Arenas Del Mar hotel is the perfect base that can explore the area around Manuel Antonio and Quepos on the Central Pacific coast of Costa Rica. The billboards used should have to portray the beautiful photos of the Arenas Del Mar such as the beautiful beach, the spacious king bed, the sitting sets, and the luxurious balcony (Desmond, 2007). The billboard should also contain enticing words such as ‘’Spectacular and Unique beach and nature resort experiences combined with greatest level of sustainability and hotel comfort’’. Such words will highly attract the attentions of the Japanese college students and families and they will in turn prefer the Arenas Del Mar to other hotels that have no such kind of advertisement.
Another marketing communication strategy that should be use to advertise Arenas Del mar is website. Website is also preferable because it can portray the real Arenas Del Mar hotel in form of attractive photos. The most important thing about website advertisement is the fact college students are always accessible to the internet all the time (Kleynhans, 2006). It is important for the Arenas Del Mar to use website because it automatically portrays several pictures of the beautiful hotel at a given intervals. By using website, advertisement can easily reach Japanese college students because students use computers and laptops as one way of getting distant information and researches. Website can carry several pictures and information about Arenas Del Mar hotel. Families in Japan will be able to get attracted to this hotel because the website shows the beauty of the environment and the beach (Desmond, 2007). There are several pictures and photos that would attract the families in Japan. Some words such as ‘’Costa Rica as a family destination’’, also compel Japanese families to visit Arenas Del Mar hotel. There are also information aimed at reaching Japanese families and other families around the world (Kleynhans, 2006). An example of such information is; ‘’Families are a lot just like salad, a little red, a little green; a bit soggy, a bit crispy. The right vacation for the family is like the correct dressing for the salad. It will result in the best thing for everyone.’’ Honeymooners from Japan can also get more information about Arenas Del Mar through internet (Sheldon, 2007).
Lastly, outdoor can also be used to advertise Arenas Del Mar hotel. Despite the fact that Costa Rica is far from Japan, marketing representatives can advertise Arenas Del Mar through visiting colleges and prominent households (Desmond, 2007). Representatives may also used photos portraying the beautiful and serene environment of Arenas Del Mar to attract college students and families in Japan. This will enable the target college students and families to get face to face information from the marketing representatives. Marketing representatives will also be able to get chance to physically express their points clearly (Kleynhans, 2006).
In conclusion, Arenas Del Mar is a hotel capable of winning several customers from various parts of the world (Desmond, 2007). By applying the above three marketing communication strategies, Arenas Del Mar, will stand a better position of enticing several Japanese families and college students (Desmond, 2007). One of the most important things about Arenas Del Mar is the well equipped apartments and beautiful accommodations with luxurious sofa sets and bedrooms.
Desmond, J Sheldon, G (2007).E. (2006), Marketing Communication Strategy, New York; IOS Press.
Kleynhans, R. (2006), Marketing Strategy, Cape Town: Pearson South Africa.
Sheldon, G (2007), Marketing Communication Strategy, New York: Career Press.