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Business Info

Business Name

Ayers Rock Resort

What do you do?

Ayers Rock Resort lies at the gateway to Uluru - Kata Tjuta National Park, in Australia's Northern Territory.

This desert oasis offers a variety of accommodation options catering for every possible taste and budget. From the eco-sensitive luxury wilderness camp of Longitude 131 to the premium comfort of Sails in the Desert Hotel, and the award-winning Desert Gardens Hotel; to The Lost Camel and authentic Outback Pioneer Hotel and Lodge; or the stylish Emu Walk Apartments.
Guests can also stay at the Ayers Rock Campground, offering powered campsites and air-conditioned cabins.
Were focussed on providing guests with enriching, memorable experiences which they would not be able to enjoy anywhere else in Australia.
www.ayersrockresort.com.au

Do you require that a .COM or other URL be available for the new name?

no URL required

Target Audience

What is your industry?

travel & resort accommodation

Describe your audience

1. Tend to be couples travelling
2. Either young couples (30-45yrs) without children or mature couples with teenage/adult children (45-65yrs)
3. Females tend to be the key researcher and book holidays. Male plays a role in the decision making process but is less influential.
4. Travelling for special occasions such as birthdays, honeymoon, anniversaries
5. Like to be active on holidays but also looking for rest and relaxation
6. Prefer holidays away from crowds = exclusivity
7. Enjoy fine food & wine
8. Enjoy experiencing history, art, culture & all things natural
9. Intellectual pursuits - politics, culture, environment, business, design, history
10. Consumers of new technology, fashion, style and trends
11. Interest in finance and stock market
12. Stressed out executives, high profile roles in companies
13. Celebrities, socialites and the establishment
14. Were also targeting the aspirational, especially in the honeymoon market
15. Primary income earner $170k+, household income $200k+

What 3 things do you want your product name to communicate to your audience?

Gourmet and exclusive nature of the experience
Magical open-air dining experience
Cultural and Indigenous Aboriginal experience

List the names of your top three competitor products

Sounds of Silence
Sounds of Firelight
Desert Awakenings

Style

What character, tenor or spirit do you wish to convey?

it should be poetic and reflect the premium nature of the product and encapsulate unique atmosphere of dining out in the desert at Uluru, while also having longevity and appeal to an international audience.

Are there any words or phrases you like or hate?

don't like gastronomic
don't like Stars in the Desert [has been the working title]

Do you want to include additional info?

More info about the dining experience to set the scene:

You're invited to have dinner in one of the most magical restaurants in the world.
Instead of walls, this open-air restaurant has magnificent views to Uluru and Kata Tjuta.
Imagine the romance of a table for two in a wilderness setting under a canopy of the southern night sky.
The only light comes from the moon, the stars and the flickering glow of the fire.
The only sound is from the breeze through the desert oak trees and the crackling flames.
While you soak up the atmosphere, a lone didgeridoo plays in the background, a 5-course meal is served, accompanied by some of Australia's best wines.
After dinner, the tranquillity of the outback and the spectacular heavens are revealed when the lanterns are extinguished and conversation is hushed by the sudden darkness.
Under some of the most clearest skies in the world a star talker will talk you through the heavens and the celestial lore of Indigenous peoples.

Experience Includes:
Canaps
Champagne & premium Australian sparkling wine
Table d'hte 4-course dinner, each course is paired with premium Australian wine
Coffee, tea and dessert wine
Storyteller and star talk
Didgeridoo performance
Return transfers between hotel and dining site

Tour Departure
Pick-up 1 hour prior to sunset
Duration approximately 4hr 15min
Tour operate 5 days a week Mon, Wed, Fri, Sat & Sun
Tour does not run on Tuesdays and Thursdays
Tour runs 1April 2012 15 January 2013

Price
Per Person: $295

Materials

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