Brand &
Marketing

Identité de marque — ton, canaux, et stratégie publicitaire
Josh's Agency · No Cost
01 Brand Positioning Positionnement de marque — qui sommes-nous
Brand Name
Casa de Padel
"Casa" — home, house, a place to belong. Signals warmth and community over corporate fitness. The Spanish language is a deliberate nod to padel's Spanish roots while being universally understood. "Bangkok" is appended in marketing to anchor the location — but the brand name is designed to travel to other cities.
Positioning Statement
Bangkok's premium padel social club. A sporting venue with real atmosphere for anyone who loves the game or wants to discover it — Thai players, expats, and visitors. Not a gym. Not a chain. A club with character, a bar worth staying for, and a community worth joining.
Target Audience
Primary: Affluent Thais and long-term expats (25–55) who already play racket sports or are active socially.
Secondary: Tourists and short-term visitors who play padel at home and want courts in Bangkok.
Tertiary: Corporate groups looking for team events beyond the usual golf and bowling.
02 Tone of Voice Ton de voix — comment la marque s'exprime
Confident
Confiant, pas arrogant
We know what we're building and we're not apologetic about it. No "just a little club" energy. We're the first, we're premium, and we're here to set the standard. But always with warmth — never cold or exclusive.
Social
Convivial, accueillant
Padel is a social sport and so is the brand. The tone should feel like an invitation from a friend, not a corporate flyer. We talk about the post-match drink as much as the match itself. Community is the product.
Sharp
Net, direct, sans superflu
Short sentences. No jargon. No filler. Every piece of copy should feel edited — tight, punchy, and direct. If it can be said in fewer words, it should be. The design does the heavy lifting; the copy gets out of the way.
We say
  • "Book a court. Bring your crew."
  • "Bangkok's first. Not Bangkok's last."
  • "The game is easy. Leaving is hard."
  • "Courts open. Bar cold. See you there."
  • "New to padel? Perfect. So is everyone."
We don't say
  • "State-of-the-art facilities" — corporate and meaningless
  • "Exclusive membership" — we're open, not gated
  • "For all skill levels" — bland, says nothing
  • "Leverage our synergies" — obviously never
  • "Bangkok's premier destination for…" — overused and empty
Language rule — Always bilingual-ready All primary copy in English, but key phrases and signage should be available in Thai. The club's social media should post in both English and Thai — never English-only. The audience is mixed and the brand respects that. French subtitles are an internal nod to Tim; they do not appear in customer-facing material.
03 Visual Identity Identité visuelle — couleurs, typographie, direction
Rust
#B84C1E · Primary
Ink
#111111 · Headlines
Court Green
#2A6049 · Accent
Amber
#B8780A · Warmth
Surface
#F7F7F7 · Background
Casa de Padel
Archivo Black · Headlines
Book a court. Bring your crew.
DM Sans · Body Copy
Courts Open · Bangkok
IBM Plex Mono · Labels & Data
Direction photo — Vraie, pas posée Photography should be warm, candid, and real. Action shots on court. Friends laughing at the bar. Sunset light through the glass walls. No stock photography. No posed corporate group shots. If it looks like a hotel brochure, it's wrong. The mood is: a place you want to be, shot by someone who's already there.
04 Marketing Channels Canaux marketing — où et comment
Instagram
Primary · Community
The main brand channel. Short-form video (Reels) of court action, behind-the-scenes build-out, player stories, bar moments. Instagram is where the community lives — it drives both awareness and bookings.
Post cadence: 4–5x/week. Mix of Reels, Stories, and static posts. Always bilingual captions (EN + TH).
LINE Official
Primary · Booking & CRM
LINE is how Thailand communicates. Use it for bookings, promotions, event invites, and loyalty. This is the direct relationship channel — not a broadcast tool. Treat it like a concierge, not a newsletter.
Essential for Thai audience. Set up rich menus for booking, pricing, and contact. Integrate early.
Meta Ads (Facebook + Instagram)
Paid · Acquisition
Targeted paid campaigns for awareness and trial bookings. Geo-targeted to Bangkok, segmented by language (Thai + English). Focus on video-first creative — action on court, the social atmosphere, and introductory offers.
Managed by Josh's agency at no cost. Budget covers ad spend only. Start with 30–50k THB/month.
WhatsApp Community
Secondary · Expat Network
A WhatsApp group for the expat padel community. Used for organising pick-up games, sharing court availability, and building the core player network before launch. Low-cost, high-engagement.
Start pre-launch. Invite through existing padel and sports groups in Bangkok.
Google Business + Maps
Passive · Discovery
Tourists and newcomers will search "padel Bangkok" on Google Maps. A well-optimised listing with photos, reviews, and correct hours is essential. This is free, high-intent traffic — don't neglect it.
Set up on day one. Actively solicit reviews from founding members.
Partnerships & Events
Organic · Credibility
Partner with Bangkok sports clubs, co-working spaces, hotel concierges, and corporate HR teams. Host introductory sessions, corporate evenings, and charity tournaments. Every event is content and every participant is a potential regular.
The launch event is the single highest-ROI marketing activity. Make it count.
05 Advertising Strategy Stratégie publicitaire — phases et budget
Agency Fees
0 THB
Josh's agency handles all creative, campaign management, and strategy at no cost to the project.
Monthly Ad Spend
30–50k THB
Meta Ads (primary), Google Ads (secondary). Scale with occupancy — don't overspend before product is proven.
Cost Advantage
~150–250k THB saved
Equivalent agency fees for brand, social, and campaigns in Year 1. Directly improves budget headroom.
Pre-launch
Build anticipation. Tease the brand on Instagram — construction progress, court glass arriving, venue transformation. Start the WhatsApp community. Collect emails/LINE contacts for launch invites. No paid ads yet — organic only.
Budget: 0 THB ad spend
Duration: 2–3 months before opening
KPI: 500+ Instagram followers, 100+ LINE contacts, 50+ WhatsApp community members
Launch
Drive trial. Founding member campaign — first 50 members get discounted rates for 2 months. Launch event with free play, bar, and social content capture. Activate Meta Ads with video creative. Push introductory offer hard for 4–6 weeks.
Budget: 40–50k THB/month
Duration: Months 1–3
KPI: 30%+ court occupancy, 200+ unique players in month 1
Growth
Build retention. Shift spend from acquisition to retention and referral. Loyalty programme, bring-a-friend incentives, corporate packages. Content shifts to player stories, league results, and community moments. Reduce ad spend as organic grows.
Budget: 30–40k THB/month (decreasing)
Duration: Months 4–12
KPI: 40%+ occupancy, 30%+ repeat booking rate, positive Google reviews
Règle d'or — Don't outspend the product Marketing cannot fix a bad venue or a bad experience. The best marketing is a great first visit — the court quality, the atmosphere, the bar, the welcome. Spend on ads only once the product is proven. In the early weeks, every single player should feel personally welcomed. That's more valuable than any campaign.
06 Content Pillars Piliers de contenu — les thèmes récurrents
The Game
Court action, slow-motion rallies, tips and tricks, coaching clips, league highlights. This is the sport itself — fast, visual, shareable. Always filmed on our courts.
The People
Player profiles, team stories, staff spotlights, community moments. The club is its people. Every regular player is a content opportunity and a walking ambassador.
The Place
The bar, the atmosphere, sunset through the glass, Bangkok skyline context. Show the venue as a destination — not just a sports facility. This is lifestyle content that drives curiosity.
The Culture
Events, tournaments, social nights, music, food pop-ups, Bangkok life. Padel is the anchor, but the culture around it is what makes people stay. Position the club as a social hub, not just a court.
07 Design Inspiration Références esthétiques — Padel Ground Tarbes
Benchmark venue — Padel Ground, Tarbes (France) Tim visited Padel Ground in Tarbes, France — a premium padel venue that nails the social-club atmosphere we're targeting. The photos below are our primary aesthetic reference for the Casa de Padel bar area, social space, and courtside experience. This is the standard to match or exceed.
Padel Ground Tarbes — bar area with rattan pendant lighting
Padel Ground Tarbes — seating area with branded wall
'">
Padel Ground Tarbes — full social area with green wall
Padel Ground Tarbes — seating toward branded wall and TV
Padel Ground Tarbes — courtside daybeds
Lighting
Clustered rattan pendant lights at varying heights. Warm amber glow. Track lighting on dark ceiling for accents. No fluorescent. The bar area should feel like evening even during the day.
Materials
Polished concrete floors. Dark-painted walls (near black). Oak and natural wood tabletops. Woven rope and metal chair frames. Green living walls or high-quality artificial greenery. Industrial steel ceiling left exposed.
Vibe
Not a gym. Not a sports hall. Think boutique hotel bar that happens to be next to padel courts. You should want to stay for a drink even if you're not playing. Dark, warm, social, slightly tropical.
Adaptation pour Bangkok — Tropical upgrade Tarbes is the baseline — but Bangkok gives us more. Open-air terrace potential (weather permitting), real tropical plants instead of artificial ones, evening sunsets through the glass, and a natural heat that makes cold drinks at the bar feel essential. The Bangkok version should feel like a tropical upgrade of this template, not a copy.

To display photos: add images to img/ folder as tarbes-bar-01.jpg, tarbes-bar-02.jpg, tarbes-social-01.jpg, tarbes-social-02.jpg, tarbes-courtside-01.jpg