Antony Lawrence – Q&A

Antony Lawrence has been the director of marketing and innovation at Jumeirah Group since 2005. Founded in 1997, Jumeirah Hotels & Resorts is considered as one of the most innovative and luxurious hospitality providers worldwide. With the company’s rich portfolio, it continues to be a hospitality industry leader in the MENA region. E What is your marketing strategy at Jumeirah Group and how has it changed since the financial crisis began? Our marketing strategy has changed slightly. What we are trying to do is create not just brand campaign, since that is what we were traditionally doing, but also to do tactical advertising. ‘Tactical advertising’ means that you get a response rather than just telling people about yourself and how wonderful you are. The other big change is, instead of press advertisement, which was traditionally one of our ways of getting across, we try to use the web more to