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Digital Launch Report
Digital Outreach by
#TajInAmritsar
Objectives
• Generate buzz across digital towards the launch of Taj
Swarna, Amritsar
• Build a connect between the hotel a...
Approach
• We started our social journey by introducing #TajInAmritsar and showcasing
city centric elements on social medi...
Campaign Impact
Launch Video
garnered
+2 Lakh Views
#TajInAmritsar Contest
received
+500 Entries &
1.35 Mn OutreachTweet I...
Platform Growth %
Facebook 18.34%
Twitter 144.44%
Instagram 136.54%
Campaign Impact
Pre-Launch
We started our social journey
with a GIF that reflected the
legacy of Amritsar
Content series that highlighted the essence of
Amritsar through rich imagery shot across the
city
Pre-Launch - Content
Launch - Video
+ 2.50 L People Reached
+ 1.5 L Video Views
+ 6000 Engagements
The #TajInAmritsar video built a connect bet...
Launch – Content
Amritsar - Culture
Content themes around Art, Architecture, Culture, People
captured the essence of Amrit...
Hotel – Architecture Amritsar – People Hotel - Rituals
Launch – Content
Content themes around Art, Architecture, Culture, ...
Most Engaging Posts
Total Interactions – 409Total Interactions – 503
Total Interactions – 183Total Interactions – 217
Most Engaging Posts
Most Engaging Posts
Most Engaging Tweets
Video Engagement
Total Interactions – 72
Total Views - 666
Total Interactions – 5628
Total Views - 149837
Total Interactio...
Sales-related Offers
Total Interactions – 160
Inaugural Offer
&
Long Weekend
Offer
Total Interactions – 398
Total Website ...
Contest
• Amritsar is a land rich in culture and history. There's
something to discover in every street of the city.
• Wit...
Entries
Entries –
+600
Interaction with Fans & Guests
Customized responses in sync with
the Comments of our Fans
Facebook InteractionsInteraction with Fans & Guests
Appreciation from fans
Launch Summary
• The Launch Video and personalized visual stories were well
received by Fans and Guests
• Our current enga...
Thank You
Digital Outreach by
www.mindshiftinteractive.com
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Taj Swarna, Amritsar Digital Launch Report

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#TajInAmritsar was launched through digital, creating a benchmark for other hotels to gauge the success of digital marketing in driving awareness and footfalls.
The digital strategy for the launch of Taj in Amritsar had MindShift Interactive conceptualise towards building a connect between the hotel and city. MindShift Interactive took the lead on the digital marketing strategy while MindShift Studios leveraged their expertise in creating personalised visual content, through photographs and a launch video.

We started our social journey by introducing #TajInAmritsar and showcasing city centric elements on social media. The Launch Video communicated the connect between the city and the hotel, while the photographs captured the people, heritage and never-seen-before elements of the city. A media plan amplified our content as well as the various Sales Offer created to drive more traction.

The Overall Campaign Outreach was 1.4 Million, while the video garnered about +200,000 views. Instagram was the most powerful platform in terms of outreach and growth, while Facebook drove the maximum Offers, Enquiries and Reservations. Facebook also had an extremely high organic growth on Fan increment during the first week of the launch.

Our Posts received an average organic Reach of 3000, with average Engagements between 75-100 interactions per post. We have received 179 Reviews in less than 45 Days of the opening, with positive and neutral sentiments being the highest.

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Taj Swarna, Amritsar Digital Launch Report

  1. 1. Digital Launch Report Digital Outreach by #TajInAmritsar
  2. 2. Objectives • Generate buzz across digital towards the launch of Taj Swarna, Amritsar • Build a connect between the hotel and city • Create awareness about the various offerings by the hotel
  3. 3. Approach • We started our social journey by introducing #TajInAmritsar and showcasing city centric elements on social media • We developed a Launch Video that communicated the connect between the city and the hotel • We shot Photographs that capturing the people, heritage and never-seen-before elements of the city • We created a high outreach Content Strategy that engaged with audiences • We built a media plan that reached out to the right target audience to be lured into #TajInAmritsar
  4. 4. Campaign Impact Launch Video garnered +2 Lakh Views #TajInAmritsar Contest received +500 Entries & 1.35 Mn OutreachTweet Impressions 267K Outreach 1.04 Mn Outreach 73K Overall Campaign Outreach 1.4 Mn
  5. 5. Platform Growth % Facebook 18.34% Twitter 144.44% Instagram 136.54% Campaign Impact
  6. 6. Pre-Launch We started our social journey with a GIF that reflected the legacy of Amritsar
  7. 7. Content series that highlighted the essence of Amritsar through rich imagery shot across the city Pre-Launch - Content
  8. 8. Launch - Video + 2.50 L People Reached + 1.5 L Video Views + 6000 Engagements The #TajInAmritsar video built a connect between the city of Amritsar and the Taj Swarna, highlightings facets of generosity, warmth, humility and the celebration of colours all over the city.
  9. 9. Launch – Content Amritsar - Culture Content themes around Art, Architecture, Culture, People captured the essence of Amritsar and brought it back to what the Hotel had to offer Hotel - Food Festivals
  10. 10. Hotel – Architecture Amritsar – People Hotel - Rituals Launch – Content Content themes around Art, Architecture, Culture, People captured the essence of Amritsar and brought it back to how we had encapsulated it at our Hotel through personalised visual content created by photographers
  11. 11. Most Engaging Posts Total Interactions – 409Total Interactions – 503
  12. 12. Total Interactions – 183Total Interactions – 217 Most Engaging Posts
  13. 13. Most Engaging Posts
  14. 14. Most Engaging Tweets
  15. 15. Video Engagement Total Interactions – 72 Total Views - 666 Total Interactions – 5628 Total Views - 149837 Total Interactions – 162 Total Views - 2243 Total Video Views - ~200,000
  16. 16. Sales-related Offers Total Interactions – 160 Inaugural Offer & Long Weekend Offer Total Interactions – 398 Total Website Clicks - 5000Total Website Clicks - 3000
  17. 17. Contest • Amritsar is a land rich in culture and history. There's something to discover in every street of the city. • With an objective to drive more video views and brand awareness, we asked fans what makes them want to go and explore the city when they visit #TajInAmritsar Entries – +600 Outreach - 1,357,099
  18. 18. Entries Entries – +600
  19. 19. Interaction with Fans & Guests Customized responses in sync with the Comments of our Fans
  20. 20. Facebook InteractionsInteraction with Fans & Guests Appreciation from fans
  21. 21. Launch Summary • The Launch Video and personalized visual stories were well received by Fans and Guests • Our current engagement ratio is 7.88%, surpassing various industry benchmarks • Our Posts received an average organic Reach of 3000, with average Engagements between 75-100 interactions per post • We have received 179 Reviews in less than 45 Days of the opening (An average of 4 reviews a day)
  22. 22. Thank You Digital Outreach by www.mindshiftinteractive.com

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