ITC Bukhara 35 years - Case Study
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Transcript of ITC Bukhara 35 years - Case Study
![Page 1: ITC Bukhara 35 years - Case Study](https://reader036.fdocuments.in/reader036/viewer/2022081418/55a23e1c1a28ab0f6e8b4698/html5/thumbnails/1.jpg)
Case Study - ITC Bukhara
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Objectives of the campaign
Celebrate the glorious 35 Years of the signature restaurant – ITC Bukhara
Highlight & Promote Bukhara as the World’s best Indian Restaurant
Highlight the unique culinary heritage of Bukhara
Drive significant amount of User Generated Content
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Campaign that won hearts
‘35 Years Of Bukhara’
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Our recipe for success
The AID approach
• Attract the patrons
• Interact with the patrons and create a long lasting bond
• Delight the patrons with memorable moments
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The masterplan
The campaign was divided into 2 phases:
Phase 1:
• Pre-Buzz (26th July – 1st Aug)
• Designated Hashtag creation (#35YearsOfBukhara)
• Blogger Engagement
• Specialized Landing page creation
• WelcomZest Lounge Blog release
• Teaser social media posts
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The masterplan unveiled…
Phase 2:
During the Celebration (2nd Aug -12th Aug)
• Photobooth deployment
• YouTube video launch
• Dedicated social media communication
• Engaging 10-day daily contests
• QR code sweepstake contest
• Tweet Chat - #InspiringTastes
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Let the buzz begin…
• Pre-Buzz - 26st July - 1st Aug 2014
Teaser – Social Media Posts
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Teaser launched the campaign into top gear
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The web was spun
• Dedicated landing page created to showcase Bukhara’s 35 glorious
years.
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It landed us handsome rewards
Key Highlights on the Landing Page:
• Featured video
• Guest endorsed positive reviews
• Celebrity/ heads of state photo gallery
• Awards & accolades and Fun facts etc.
• Website head-mast banners changed to communicate
#35YearsOfBukhara.
• Video blog created on the WelcomZest Lounge.
Spectacular Landing
•2.5 Thousand+ Visits to the Bukhara Landing Page • 580+ Visits to the WelcomZest Lounge
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Blogger Engagement / Live Tweeting Session
Exclusive Blogger preview & Live tweeting session organized on the 26th
July 2014:
•3 unique blog posts
•33+ posts/tweets/instaUploads
•Leading to more than 2.1 lac impressions
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Time to change the gears
Phase 2
During The Celebrations 2nd Aug - 12th Aug 2014
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Let the celebrations begin…
• Proactive engagement held with journalists / media during the
pre-buzz & Celebration phase
•13+ online news releases / Blogs & counting • 30+ posts / Tweets / Instauploads
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How we ‘wow’ed the patrons
• Interactive Photobooth booth was installed in front of Bukhara
Key features :
•Click images / edit / enhance
using clip-arts
•Share on preferred social
network / email.
•All images have the Bukhara &
•ITC Maurya branding.
Engagement stats :
•Photos Taken: 1079
•Photos emailed to personal
accounts: 620
•Shared on Facebook: 118
•Facebook Reach: 41 k+
•Shared on Twitter: 15
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Selfies to cherish for a lifetime
Every photo carried the
ITC Hotel logo
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Selfies to cherish for a lifetime
Fortunate ones had the star ITC chef for company
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And how we measured up…
84%
14%
2%
Shared Photographs Analysis
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Online-Offline integration – Sweepstake Contest
How it worked…
• QR code - Tent cards were placed on each table
• Scanning the QR code led the guest to a specially designed ITC
Hotels Social media landing page.
• Guests could tweet / share / post images with hashtag
#35YearsOfBukharato participate & win.
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Stole the show… Socially
• Designated hashtag #35YearsOfBukhara generated :
• 10 engaging daily campaigns were initiated to build engagement &
drive virality.
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Every day was fun day
Daily Social Media Contests were launched
Day 1 – Day 4
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Day 5 – Day 8
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10/10 excitement score
All daily contest winners were invited to an exclusive Bukhara experience for two
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Tweet Chat – Inspiring Tastes
• Exclusive Tweet Chat with Chef Manjit Gill and Chef J. P. Singh under
#InspiringTastes conducted on the 8th Aug 2014.
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Bukhara Slogan Contest
“Bukhara Slogan” contest led to further engagement:
• 72 Thousand+ accounts Reached
• 3 lac + impressions
• 170 Twitter entries
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The memories lived on forever
ITC Bukhara – The world’s best Indian restaurant!