Worldwide Hospitality Awards...Worldwide Hospitality Awards Best Marketing Operation- Taj Connemara,...
Transcript of Worldwide Hospitality Awards...Worldwide Hospitality Awards Best Marketing Operation- Taj Connemara,...
Worldwide Hospitality Awards
Best Marketing Operation- Taj Connemara, Chennai Relaunch
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PRESENTATION
▪ Name of the marketing operation – Relaunch of Taj Connemara, Chennai
▪ Pursued objectives: Relaunching Taj’s iconic heritage hotel in Chennai, Taj Connemara on a grand scale, true to its legendary status, after undergoing a two year-long extensive restoration and redesign.
▪ Description of the content Launch period and year, length: Dating back to the 19th century, the hotel's illustrious history was brought to life with a fresh and modern twist. The newly renovated Taj Connemara, Chennai drew on the hotel's illustrious past whilst offering patrons a distinctive experience.
▪ Size of the operation: National
▪ Innovative aspects and major assets: The campaign for the relaunch had a central theme of “A Madras Affair” which rekindled the association our patrons had with the city of Madras, now Chennai, and the fact that the hotel stood as a symbol of the city of Madras - a testament to the changing times, a lineage intertwined with the history of the city.
The hotel reopened on October 20, 2018. A 360-degree approach was taken addressing hotel experiences, communication and go-to-market strategies. To celebrate this momentous occasion a grand event was hosted. The event was an eclectic mix of tradition and technology.
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CONCEPTION
▪ South India's oldest hotel had to be reopened on a grand scale. A collaborative and synergized approach ensured the successful execution of this aspiration.
▪ IHCL’s corporate marketing department worked on the conceptualization, communication and implementation strategy for the relaunch and the event itself.
▪ The corporate PR team ensured that the communication reached a wider audience using the most effective media platforms.
▪ Along with the PR team our robust sales network was pivotal in inviting the right audience for the relaunch event.
▪ Taj Connemara’s hotel operations team consisting of F&B, IT, housekeeping, banquets and various other departments implemented the redesigned service philosophy and led the on-ground execution of the launch event.
▪ External partners were brought on board for the implementation of the event consisting of set up, technical support, production of assets etc.
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COMMUNICATION & IMPLEMENTATION
▪ How is the communication around this operation implemented for internal users, customers, partners of the company? – Please refer to slides 6-13 for detailed information on communication ndimplementation.
▪ Resources set up to ensure management and monitoring : The cross functional team reviewed every element on a weekly basis to ensure timely execution and course correction, if need be. The same was also monitored at the Executive Committee level on a fortnightly basis.
▪ How are employees, customers, partners involved in the implementation of this marketing operation?
▪ Employees – CFT for relaunch & Hotel Operations team for redesigned service delivery
▪ Partners – for execution of communication, event and technology aspects
▪ Customers – with video testimonials of the legacy of Taj Connemara, its association with the city and its engagement with its customers
▪ Direct broadcast of the relaunch event at 20 IHCL hotels across the country to build customer and employee engagement
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Pre-Opening Activities
7 days before Launch event
▪ Connemara Commemorative stamp
▪ Used on Invitations
▪ As promotions at other hotels
▪ Part of Farewell gift
▪ Social media Posts to highlight the Connemara heritage through patrons
▪ Façade lighting and LED ticker
▪ Preview with 1 print and 1 TV channel
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The Great House on Choultry Plain
(Geeta Doctor)
A Tradition of Madras that is Chennai: The Taj Connemara (S. Muthiah)
Books: The significance of Taj Connemara & its evolution over the years
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PRE LAUNCH – SOCIAL MEDIA BUZZ BUZZ
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Launch event
The Skies
are Lit
Façade Lighting
Heritage Walk
throughArrival
Fashion Show
After party
DinnerPoolside
logo unveil
Kitchen Party
Illuminated façade of Connemara
2 days prior
Laser lights/projection in the sky
Brass Band to welcome guests
Gaurang S colonial inspired show. Cocktails in lobby
Interactive Wall for heritage walk-thru
Dinner at Ballroom Jazz Band
Zones:Lady Connemara & Atrium Gardens
Finger food at Verandah Kitchen
Welcome addressLaser lights, 3D projection & logo unveil
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Wall 1:
The Story Of The Legend, Connemara
Live since 10th October onwards
Walls 2,3,4:
Installation and testing on 18th October
Live on 19th October onwards
HERITAGE WALL
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3D MODEL OF THE HOTEL EMERGING FROM THE DEPTHS OF THE POOL
3D PROJECTION ON THE FACADE OF THE HOTEL
Launch event
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FASHION SHOW BY CELEBRATED DESIGNER GAURANG SHAH
THE FOOD STORY
Launch event
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LIVE
EVENT
POSTS
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Promotions▪ Print
▪ Ads in leading national publications
▪ Press Coverage in National and International publications
▪ Digital
▪ YouTube & Social Media
▪ SEM
▪ Website Banners
▪ Emailer to all relevant databases
▪ Fam Trips – Press, FTOs
▪ Alliances & Partnership marketing
▪ Connemara Throwback – customer testimonials on social media capturing the essence of Connemara over the years
▪ Connemara Book of Experiences
▪ Giveaways
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Collaterals
COASTERS
POSTCARDS
CONNEMARA BOOK OF EXPERIENCES
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TURNOVER AS PER BUDGET (19-20) (Figures in Lakhs)
19-20
15-16
Variance
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Room Income F&B Income Other Income Total19-20 15-16 Variance
Particulars19-20
Rs. Lakh15-16
Rs. LakhVarianceRs. Lakh
Room Income 2,317.95 1,532.90 785.05
Food & Beverage Income 2,275.57 1,896.83 378.74
Other Income 329.29 251.24 78.05 Total 4,922.81 3,680.97 1,241.84
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2015-2016
2018-2019
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ARR APC
2015-2016 2018-2019
PARTICULARS 2015-2016 2018-2019
ARR 4915 8874
HOTEL APC 824 1427
ARR & APC COMPARISON
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Positive Social Media Reviews
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Positive Social Media Reviews
1919
Social Media Conversations
2020
Social Media Conversations